The Eternal Principles for Creating Luxury Brands
By Dr. Dan Herman
This article is about the time proven principles for creating luxury
brands in order to attract affluents. Attracting wealthy customers is
potentially very profitable. After all, they have more money to spend,
that can turn into your income. However, succeeding in this task
involves a deep understanding of their psychological need, of their
lifestyle, of the role of brands in their world and in their
relationships as well as of their purchasing behavior and spending
patterns. Some of these are truly counter-intuitive and surprising.
Create Enticing Brands, not "Lovemarks"
By Dr. Dan Herman
Dan discusses the concept of "Lovemarks", created by Kevin Roberts, the
worldwide CEO of Saatchi & Saatchi Advertising, and explains how to
build loved brands.
Creating
brand instrumentality beyond the product
By Dr. Dan Herman
The main reason for the general fascination with brands is their
ability to provide the consumers an extra value in addition to what
the product\service\company themselves can provide a value which
becomes the major motivation for consumers to desire the product. In this short article I intend to dispel
the mystery and to suggest a workable approach to creating value added
brands.
pdf-file - 26 KB
Al
Ries might be dangerous to your brand
By Dan Herman, PhD
In the business world's hall of fame a special place is reserved for Al
Ries. He is without any doubt one of the most prominent gurus of strategic
thinking. More than 30 years ago, together with his partner Jack Trout,
Ries coined the term "Positioning" – a concept which, to these
very days, shapes the way of marketing and branding all over the world.
Only very few other concepts come close in importance.
Why
Corporate Images Need More Than A Quick Face Lift
By Naseem Javed
As businesses start to get ready for the next up-cycle, new Names
Identities and Images are underway. Big time branding failures and silly
naming of the recent past taught marketers some key lessons. Here, is a
quick guide to test any Name Identity in use or being planned for the
upswing.
Recently, ABC Namebank completed a global survey. A list of 5000 major
international corporations was compiled and each corporate name was
analyzed for its marketing power, realistic image, ownership of the name
and a dotcom URL and the trustworthiness of the personality of the name in
four categories.
The
Making or Faking of Emotionally Significant Brands
Creating a genuine 'Feel Appeal' for your brand
by Dan Herman, PhD
Brands can be emotionally powerful, but…
The emergence of new phenomenal brands is truly awesome. Do you remember
'Close Encounters of the Third Kind' (1977)? At the beginning of the
movie, an amazing occurrence takes place. Masses of people from all over
the world, dream of a certain place where they feel compelled to be. Later
it transpires that unknowingly, they all arrived at the alien-landing
site. To me, this scene illustrates what happens in the marketplace at the
appearance of an ace brand such as 'Harry Potter'. Millions of people
suddenly feel that they just have to be there. This paper is about the
erudition and the know-how necessary for the purposeful creation of such
emotionally powerful brands.
Concept
Screening Fundamentals: Developing a brand extension concept
screening model
By Kirk Martensen
Trademark licensing is often segmented into ‘conventional
licensing’ and ‘brand extension licensing’. Brand extension
has become a major focus of many firms in the corporate trademark
licensing business. It is reported that corporate trademark or brand
related licensed products exceed $18 billion in annual retail sales
in the U.S. and Canada. Unfortunately, few licensors have the
resources required to simultaneously evaluate and develop multiple
brand extension licensed product categories. Product concept
screening can help the licensing firm to separate the winners from
the losers.
Branding
Professional Services
This report will initially
give a short overview of some general concepts of branding, especially
definitions, benefits and types of brands.
Whilst most literature relates to branding for goods, the second part of
this report focuses on issues for branding professional services,
especially the accounting and consulting industry. The author will relate
the approaches this industry currently takes to the relevant theory.
Building
and developing brands in the automotive aftermarket
by Hanns Günther Bollig, Automotive Advisors & Associates
With the fall of block exemption, the automotive aftermarket becomes more
open for OEM suppliers. In order to be successful, OEM supplier have to
improve public awareness of their brands and products. This article
describes some of the issues and opportunities.
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Strategic
Brand Management: Building, Measuring, and Managing Brand Equity
by Kevin Lane Keller
Why are brands important? What do they mean to consumers? How can
they be built? What are they worth? What should be done to manage
them properly? In Strategic Brand Management: Building, Measuring,
and Managing Brand Equity, Kevin Lane Keller sets out to answer
these and other questions by presenting the most comprehensive and
detailed study of brands and brand equity to date.
Brand Valuation
by Jan Lindemann
Valuation of Intellectual Property and Intangible Assets
by Gordon V. Smith, Russell L. Parr
This book is designed to simplify the process of attaching a dollar
amount to intangible assets be it for licensing, mergers and
acquisitions, loan collateral, or investment purposes.
Measuring Brand Communication ROI
by Don E. Schultz
This book moves marketing into a new phase of financial
accountability. Written by Don E. Schultz and Jeffrey S. Walters, it
enables marketers to finally answer the nagging question, "What do I
get for my brand communication dollars?" |
