Brands and branding: Brand building, development

 

Consumer trust, which had long been central to financial services marketing, was severely dented by the economic crisis. Also, competition on interest rates became unsustainable. Internet and telephon ...

From films to books and songs, stories dominate the world we live in. Yet, despite our appetite for story and its proven effectiveness as a powerful vehicle for communicating ideas, storytelling is la ...

The article argues that there is a general tendency to misunderstand online communities: they are seen as 'authentic', 'honest',' open', 'real people', in contrast to companies which are seen as disin

This article surveys the changes in marketing over four decades. It argues that in the 1960s/70s Procter & Gamble invented brand management, the best companies looked impregnable and smaller companies ...

Branding can help an organisation own an innovation, create and dominate a new subcategory and enhance the perceived effectiveness of the organisation. In this article, branding expert David Aaker arg ...

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers. It also assesses how this information can be used to ...

As markets evolve, it is becoming more and more difficult for brands to differentiate themselves from each other. They are essentially competing in the same 'ocean', with 'sharks' and other species as ...

This article discusses how to build healthy brands in the complex Chinese market. Key points include: China is very diverse, and it is essential to understand regional and local variations in attitude ...

This article argues that the perceived weakness of marketing in the boardroom is not because marketing in complex and 'in transition', but because marketers fail to deliver their core responsibility: ...

This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in th ...

This article discusses how to manage creativity for building brands. Brands are patterns of behaviour, co-created by all those who experience them. They must therefore be a process of internal cultiva ...

This article argues that all humans are pre-programmed with a need to believe in something greater than themselves (a 'spiritual' dimension), and this same altruism is integral to successful brand bui ...

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'b ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture. What distinguishes these iconic brands from ...

This article argues that, in the future, companies will increasingly involve the sense of smell in their branding. It also discusses what this will mean in practice. Scent is an important, though unde ...

As people use a wider range of media in their everyday lives, marketers likewise have new options to consider for communicating with them. But in a world keen on rushing us down a growing tail of comm ...

Paul Walton, chairman of The Value Engineers, argues that, in today's environment, marketing managers must move the effectiveness debate upstream from campaign execution (and evaluation) to strategic ...

As the world of brands becomes ever more cluttered and competitive, the marketer’s task of building and maintaining strong brands becomes increasingly difficult. Senior management wants concrete evide ...

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing bran ...

Everything is branded these days, and Brand Malaysia is a unique brand building effort that defied the conventions of the 'est' syndrome (biggest, largest, richest, etc.), encapsulating the idea of 'r ...

This paper describes Pizza Hut Korea’s attempts to replicate the 20% sales volume increase Pizza Hut UK achieved implementing Brand Revelations Research. The Inspiration phase examines primary and s ...

This paper looks at 'Massively Multiplayer Online Role-Playing Games': computer games played online alongside lots of other people. Games like these have been around since the late 70s, but have only ...

This paper describes how Green & Black’s became the fastest-growing confectionary brand in the UK’s previously sluggish chocolate sector, with an annual growth rate of 70%. By May 2006 market share w ...

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fies ...

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands. He describes how brand valuations ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile ...

Identifying the world's biggest brands is a complicated process, but there are a number of global rankings released annually which try and achieve just that aim. This report looks at three of the most ...

Jeff Haggin, CEO and President of Haggin Marketing, argues that a direct response element should be built into every communication, on-line or off-line, so that by counting responses you can see what ...