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In our
publications-section,
we have compiled a variety of
papers from the themanager.org-team and from our valued partners that
focus on branding. They cover topics like:
● Building Brands
● Naming Issues
● Branding Services
● Brand Management
● Branding for Different Types of Products
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Co-Branding: The Science of Alliance
by Tom Blackett, Bob Boad
The synergy that can be created by two well-matched brands working
together in harmony can be considerable and enhance both
profitability and the valuation of the brand for both parties.
However, the challenges presented by co-branding are considerable,
getting the strategy right for a single brand is hard enough, but
once two brands are brought together the challenges increase
considerably.
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
by David A. Aaker
To help businesspeople sort through and capitalize on such
perceptual niceties, Aaker, a consultant, professor and author of
Building Strong Brands, plots out a complicated taxonomy of master
brands, subbrands, endorser brands, brand alliances, branded
energizers, silver bullet brands, cash cow brands and "fighter"
brands (the latter protect more important brands from being sullied
by competition with lesser brands). Aaker encourages companies to
think of their brands as members of a football team, each with a
well-defined role to play, and offers a wealth of case studies and
exercises to help managers decide how to handle their portfolios. |
