Brands and branding: Brand equity, strength

 

Consumer response to the global economic crisis has varied in different parts of the world, creating a unique challenge for global bank brands such as HSBC. JWT’s Anxiety Index shows that while Briton ...

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 ...

Much has been written recently about the need for trust and transparency among brands, but this concept of trust is too vague to be useful. Trust can more effectively be divided into three dimensions ...

The concept of 'brand essence' is relatively well established in marketing circles. It has come to the fore as a way for marketers to better understand their brands and also as a benchmark to evaluate

Many brands exploit nostalgia for the past. But merely resurrecting old presentations is not enough: brands must still incorporate the product improvements consumers have got used to. New expressions

This paper discusses various approaches to measuring brand equity, and argues that the essential criterion for a brand tracking measure is that it should reflect actual changes in market share. Brand

This paper argues that trying to express a brand's value (its 'essence') in a few words leads to a bland, practically unhelpful description which tells one nothing about what a brand really is. Brands

This article argues that in a recession branding, and brand management, become more important, not less; recession provided opportunity for those companies which understand this. In recession, not onl

This paper argues that the most important thing for a brand is its differentiation from others; yet it is less and less being achieved, because all the marketing pressures (best practices, benchmarkin

Too many brands are trying to combat the recession with excessive price promotion, which will do long-term harm to many categories, leading to commoditisation and erosion of brand loyalty. Some brands ...

The article discusses the problems of the airline industry in recession. There have been many failures and there will be more consolidations, but the most innovative will thrive. Successful airlines w

Although few studies have empirically verified the trend, environmental associations seem to have become a generally accepted way of enhancing brand equity. This study used an experimental design (wit ...

This article argues that agencies which value brands, like financial ratings agencies, are probably using flawed models - rather, the true "ownership" of brands lies only with their users. W ...

Increasingly, companies have to balance their corporate social responsibility initiatives with both the value to society and to their business. What agendas to pursue, whether at the corporate or bran ...

This article discusses what makes a brand a 'precious' brand, one that gets talked about and to which users get emotionally attached. They exhibit the following characteristics: their inventors are em ...

This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and anal ...

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

This piece by WARC editor Carlos Grande looks beyond the headlines of the 2008 BrandZ top 100 report, to identify some of the trends and learnings behind the rankings. The themes it discusses include ...

This article discusses intermediate (survey-based) measures which, unlike those traditionally used by market researchers, can predict market performance. Two such measures have been developed by the ' ...

This article describes the Millward Brown approach to brand equity measurement. The BRANDZTM ranking combines publicly available financial data with world-wide survey data showing the degree of relati ...

This article argues that while creating a model of the consumer market is essential for brand strategy, it is not uniform but varies between sectors. To a degree, it is true that all brands can be dev ...

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health. As well as diagnosis, it delivers prescription: what should be ...

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage ...

The fact that brand accountability is important is not new, but it appears that few senior marketers have grasped how to represent the importance of branding to their senior managers. Most research sh ...

In this paper the authors present a parsimonious measure of attitudinal equity for all brands in a survey at respondent level. Their purpose is to provide marketing researchers with a survey-based mea ...

This article argues that it is not enough for a brand to attain the largest market share, as many consumers see little benefit in sheer size. To obtain consumer loyalty, the leading brand must do more ...

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this ...

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 paper summarises a report on a survey of ANA members entitled 'Brand Deterioration: how to identify, measure and respond'. The research looked at four main questions: are there best practices for ...

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 ...