Brands and branding: Brand building, development

 

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 ...

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 ...

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 ...

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 ...

An overview of how beers are approaching marketing and communications in an increasingly competitive environment. The Harvard Business Review claims that of 30,000 new consumer products launched in 2 ...

Pearse McCabe, planning director of Fitch in London, develops the concept of 'generous' brands. Brands that with small, uncontrived gestures, reflecting the brand's heartbeat, have built strong long- ...

David Meer and Richard Steele, both partners at Marakon Associates New York, examine 'great growth ideas'. They discuss why the traditional approach to gathering and synthesising customer insight has ...

Using a wealth of examples, Tim Jones, principal of Innovaro, illustrates how radical or 'disruptive' innovation can fundamentally change major markets. In particular he looks at technology driven dis ...

In this introduction to Admap's special report on Brand Growth, Roderick White examines the theories, rules and practice of profitable organic growth. Starting with Ehrenberg's work he discusses theor ...

Ian Buckingham and John Roberts, respectively founders of BringYourself2Work and boom, discuss the essence of branding and how to develop a clear and well-grounded brand strategy. Using examples as va ...

Based on research in the US and UK, Robert Passikoff, president of Brand Keys Inc, suggests a new continuum for brand categorisation. This starts with 'Commodity' (undifferentiated, usually sold on p ...

Since 2001 Procter & Gamble has worked with UK-based marketing semiotics agency Space Doctors to evolve a substantial semiotic capability. This paper tracks that process – from specific semiotic proje ...

This paper addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power ...

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws ...

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle. Brand knowledge (familiarity) is frequently measured bu ...

This article summarises the WARC-published IPA report 'Driving Top-Line Growth', which analyses 52 winners from the last ten years of the IPA Effectiveness Awards. The report looks at brands which dou ...