Brands and branding: Branding theory, how branding w...

 

Obliquity by John Kay, which is yet to be published, is expected to be the book of the year and will herald a new approach to marketing. It makes the point that the best route to point B from point A ...

The entertainment world has collided with the fashion world, but how should brands respond? New avenues of expression have appeared. In the midst of all this, opportunity and creativity are expanding ...

How do some brands manage to stay on top? They retain customer loyalty, stay fresh with innovative products and always seem to be ahead of the competition. The recession has been a wake-up call for bu ...

Stephen King's paper, published in Admap in October 1985, was written during a minor advertising downturn but just before what was, in retrospect, a 20-year bull market. He identifies the systemic tre

Understanding the value of brands is an essential requirement for sustained competitive advantage - and yet brand management is often relegated to a marketing discipline, rather than holistic business ...

Marketing has faced a series of crises in the past decade, culminating in the economic meltdown and demanding a global rethink to guide marketing back to sustainability. For example, companies have fo

In his regular column, Jeremy Bullmore uses the example of the Tory party’s manifesto for the next general election to illustrate two of his pet hate phrases. Although of course the manifesto hasn’t ...

It is useful in brand planning to imagine the brand in terms of its personal role in the lives of the target audience - such as friend, confidante and, more than ever, parent. The brand as parent need ...

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 recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxurypropositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namelythe ...

This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The un ...

In his regular column for Market Leader, Jeremy Bullmore argues that brands need some form of publicity if they are to maintain a presence in consumers' consciousness. However, he asserts that it is w

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

The old ways of building and measuring brand value are no longer relevant as new types of brands, such as Google and Amazon, have merged and new ways of experiencing brands. The paper uses brands in s ...

This presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research. Bearing in mind the specific nature and o ...

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

This paper argues that the conventional way of researching advertising creative treatments (first show the ad, then ask questions about it) is flawed and proposes an alternative. It is flawed because

As marketing grew into a discrete discipline in the 1970s, it became divorced from the thing being marketed. Before marketing departments were invented, advertising agencies would be given a thorough

The article considers the reasons why people have become increasingly cynical about the world, including about marketing companies, but remain generally positive about brands. The economic-rational mo

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities ...

This paper argues marketers should show "audacity" in their campaigns. Recent US revelations involving Bernie Madoff, a fund manager, and Rod Blagojevich, a politician, suggest the "ethical climate" -

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 discusses the importance of the different "meanings" brands can have for consumers, which are key to brand development, but which often diverge from the company's brand position ...

Brand loyalty is not the same as awareness or satisfaction; it is the consumer-to-brand bond that ensures future purchase. It can be defined and measured as the degree to which a brand meets or exceed

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 ...

Brand trust is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions. In previous research, brand trust has been treated exclusively as a first- ...

Marketing has taken on increasingly philanthropic element, in line with the 'train of philanthropication' that has become increasingly important in a number of societies around the world. There are ma ...

This article reviews evidence from Y&R's BrandAsset Valuator on what happens to brands in a downturn, and draws lessons on how marketers can recession-proof their brands. Previous downturns have been ...

In this article, Geoffrey Precourt, US editor of WARC Online, reports on a link between celebrities and consumers' identities, and on the importance of staff-led branding. This is one of a series of e ...

This article summarises the book 'Predictably Irrational: the hidden forces that shape our decisions' by Dan Ariely (Harper Collins, 2008). The book's central premise is that consumers do not always a ...