|
A
View on the Future of Branding |
The traditional perception of branding has cast brands as being
cynically manipulative. It is time for brands to prove their worth
to consumers, their guidance to employees and business partners. |
|
|
Auto-branding: beyond trans-portation…to trans-formation |
Take a ride in the realms of automotive history and discover how
cars were imbued with aspirational and emotional branding elements,
elevating the product far beyond its initial purpose of existence. |
|
|
B2B
Branding: Consumer Branders Need Not Apply |
B2B marketers sometimes talk about B2B branding as if it were just
like branding Coke. Inappropriately applying the techniques used by
B2C companies to B2B companies, however, can result in painfully
ex-pensive mistakes. |
|
|
Bank on the Brand |
The financial services market is notoriously lacking strong brands.
This summary of a recent global study investigates the strong value
that branding can deliver and recommends how to maximize this value
amongst all of a company’s audiences. |
|
|
Brand Assimilation - Aligning Employees Around Your Brand |
Making the brand the central focus of the organization clarifies for
any employee what is “on-brand” and what is “off-brand.” |
|
|
Brand Battle |
When premium brands need a scrappy sibling. The article discusses
when and why to introduce a two-product, or even a two-brand,
strategy to fight no-name players. |
TOP |
|
Branding and M&As |
The risks in "getting the deal done". The handling of brand-related
issues can make or break a deal. Why? Because brand moves send
messages, intended and unintended, to the companies' stakeholders. |
|
|
Branding in a Recession |
Do you consider your brand well managed? If it is, it should be able
to sustain your company through the economic pains of a recession. |
|
|
Brand-relationship-interaction (BRI) Matrix |
In this paper the authors consider various types of brand
constellations and propose a four-cell matrix based taxonomy of
brand linkages as a contribution to the further understanding of
this complex area. |
|
|
Brands are about relationships, not transactions |
Too many people today seem to misuse the term "brand" as if a brand
an a product name are the same thing. However, this is not the case.
Karen Post's article describes the key differences with brands
helping to provide an emotional relationship with the consumer and
this is what distinguishes a brand from a product name. |
|
|
Building Brand Tradition |
We may be accustomed to traditions in our personal lives, but how
can tradition apply to brands? This paper delves into the usefulness
and importance of brands creating their own traditions. |
|
|
Comprehending Corporate Brands |
This article examines the nature, importance, typology, and
management of corporate brands. We argue though that making a
distinction between corporate brands, corporate identities, and
product brands the underlying characteristics of corporate brands
can be uncovered. |
|
|
Corporate Brands with a Heritage |
This article articulates a concept of “heritage brands,” based
primarily on field case research and studies of practice. We define
brand heritage as a dimension of a brand’s identity found in its
track record, longevity, core values, use of symbols, and
particularly in an organisational belief that its history is
important. 2007 |
|
|
Corporate Rebranding: Learning from Experience |
This qualitative study examines seven UK-based organisations which
have re-branded in the past five years. The aim was to understand
better the complex and infrequent process of re-naming, and to
identify key issue areas which those undertaking a re-branding
process need to manage. |
|
|
Developing a Trademark Licensing ROI Model |
As Kirk Martensen explains in this article, licensing a brand name
is much more than making money on royalties. If handled properly,
licensing a brand or trademark can add to the brand's image and make
marketing communications more effective. |
|
|
Experience Counts - Establishing a Road Map for Brand Experience |
Martin Payne of Through the Loop and Ross Urquhart of RPM take a
look at the meaning of Brand Experience to identify its true meaning
and the factors that are driving its development. |
|
|
Four Ways to Generate Greater Brand Efficiency |
Anyone can do marketing with a blank check. Lean times, or even the
threat of lean times, force us to be more careful with our decision
making. Taking the right decisions and behaving accordingly will
protect brands in difficult times, and also provide long-term
solutions for building strong brands, during any economic period. |
|
|
From Chaos to Constellation |
Creating Better Brand Alignment on the Web. It’s easy for an
organization to put up a few Web sites. It’s quite another feat, as
Eliot Phillips makes clear, to ensure that they are brandbuilding,
coherent, compelling, up-to-date, and easy to use. |
|
|
Give your brand in marriage |
How can advertising make a consumer marry a brand? By providing the
same kind of information needed to evaluate a prospective spouse,
i.e., information about physical attributes, style and character. -
short article, good introduction |
|
|
How
to Brand a Midsize B2B Company |
Branding in B2B markets is certainly more than finding a clever name
for a product or company. Successful branding requires discipline
and focus. |
|
|
International Branding: Analysis and Implications of Three Decades
of Past Research |
Over past decades, the field of international branding has developed
in different directions. However, it seems that so far no review of
this literature has been published. 2007 |
|
|
Learning from the lucky thirteen |
Bain & Company research from early this year found that, of the top
90 winning brands in 2001, only 13 continued to be winners through
2007. Bain's analysis identified two major missteps that could
endanger even the most successful brands. 2008 |
|
|
Managing Image in a Dynamic Corporate Environment |
How can a company create and maintain a corporate reputation that
effectively addresses the key audiences, simultaneously supporting
the marketing of its products and services, enhancing the value of
company stock and strengthening the sense of corporate culture among
its employees? |
|
|
Marketers Challenged to Respond to Changing Nature of Brand Building |
This article examines how societal shifts resulting in a
better-informed consumer are changing the nature of the
customer-brand relationship as well as the nature of branding
building. |
|
|
Marketing v. Branding |
Why these two business tools should be kept separate |
|
|
Measuring Brand Risk |
Measuring Brand Risk. How big are the risks to a company's brand? In
direct proportion to one's willingness to find out. |
|
|
More Than Employees: Brand Evangelists |
Although it is nurtured and managed by your marketing department,
your brand is represented by your entire organization. |
|
|
Now
What Shall We Call This Widget? |
Why companies come up with good names, bad names, and terrible
names. |
|
|
Orchestrating a Successful Brand Identity |
Creating Harmony Instead of Cacophony. Managing a brand identity is
somewhat akin to conducting a symphony orchestra. The audience's
expectations of quality and selection must be clearly understood. |
|
|
Small Business Branding - The Personal Connection |
Small business marketing shares many features with marketing for
larger organisations. However, one area where small businesses can
excel is through promotion of their owner or founder. |
|
|
Store Brands |
Overview about store brands, for what products they are used and
what advantages they have |
|
|
The
branding failures of tomorrow |
Having a successful brand does not always ensure long-term success.
There are many examples of brands that were once considered category
leaders but are now viewed as nostalgia or even museum pieces. |
|
|
The
Evolving Nature of Branding: Consumer and Managerial Considerations |
This paper is primarily a review of the brand literature and has two
aims. The first is to bring together two separate streams of
literature: (1) the literature about brand concepts developed by
management and (2) the literature about brand images developed by
consumers. |
|
|
The
Influence Of Product Variety On Brand Perception And Choice |
The authors propose that the variety a brand offers can influence
brand quality perceptions, and consequently, affect brand choice,
even when the available option set is held constant. pdf-file. 2006 |
|
|
Three "C"s of Branding |
This article looks at three aspects of good brands. In describing
the three "C"s of branding, William Arruda provides an easy-to-use
device that can help a brand manager ensure that the brand remains
focused. Autumn 2003 |
|
|
Viral Ad Parodies and their Impact on Brands |
FWD: This Made Me Laugh. How Viral Ad Parodies Impact Your Brand.
This paper looks at the four key questions to ask when looking at a
parody, and gives tools to assess how a parody may be impacting your
brand. |
|
|
Brand Consolidation |
Bringing Discipline to Brand Consolidation – the right choice
for capturing value in the face of ballooning portfolios and
brand dilution.
Facts reveal large benefits of a successful brand consolidation.
Clear and distinctive value propositions with few focused brands
benefit all parties, and may create more value for brand owners.
However, brand consolidation attempts have a high failure rate.
pdf |
|
|
Building Your Brand |
Customized brand architecture programs can help companies manage
their brand portfolios. |
|
|
Finding New Paths to Growth by Managing Brand Portfolios Well |
The active management of brand portfolios has become more
important for several reasons. This article discusses the four
key principles of brand portfolio management. pdf |
|
|
Guidelines for Umbrella Brand Concepts |
To establish and improve the acceptance of umbrella brands, two
things are essential: safeguarding consumer safety and avoiding
misleading consumers about product characteristics.
These guidelines set out the framework of conditions and explain
which basic principles need to be met to support companies in
the introduction of umbrella brands. pdf |
|
|
How to Slim Down a Brand Portfolio |
The objective is not merely to divest brands, but to achieve
higher rates of growth for the brands that remain. 2006 |
|
|
Making Brand Portfolios Work |
Rigorous economic analysis and strong insights into consumers
can help marketers clarify the competitive positioning of their
brands, avoid offending the core consumers of repositioned or
discontinued ones, minimize cannibalization, and seize growth
opportunities. pdf 2004 |
|
|
Optimal Brand Umbrella Size |
Umbrella branding is a superior strategy when there is a
significant overlap between the set of buyers of each of the
firm's products. This result extends the well-known notion that
brand extensions and umbrella branding are only successful if
there is a good "fit" between the different products under the
same umbrella. |
|
|
Short-term brands revolutionize branding |
In recent years, consumers have exhibited an unprecedented
readiness to try new brands and have shown a clear preference
for brand variety over brand loyalty. In order to cope with
this, marketers have to not only develop Long Term Brands but
also have to manage profitable Short Term Brands. |
|
|
Solving the puzzle of complex brand portfolios |
This issue of Lippincott Mercer's Magazine 'Sense' features
articles and case studies about brand portfolio management, such
as 'Until brands are managed collectively, as portfolios, they
won’t do all they can do for shareholders.' and 'Achieving the
ideal brand portfolio often means beating back the naysayers.'
pdf |
|
|
Strike Up the Brands |
Companies can positively impact top- and bottom-line growth by
becoming smarter about the way that they manage their brand
portfolios. To increase returns from brands assets, companies
must adopt a more structured approach to portfolio management.
2003 |
|
