Brand identity: Brand image

 

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for me ...

Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations betw ...

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as m ...

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo. He argues that to flourish in the modern world, both brand and adv ...

In this article, Jeremy Bullmore looks at the lessons that brands can learn from interior decorators. Both can have the philosophy of working either from the outside in or the inside out, and the appr ...

As brands have gained global prominence, they have also become more vulnerable to public scrutiny, and have been accused of all sorts of misdeeds, from polluting the environment to corrupting our chil ...

Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand a ...

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case s ...

Scot McKee, managing director of B2B consultancy Birddog, is appalled to discover that only 2% of Britain's top companies have a marketing professional on the board - given that company and brand repu ...

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- ...

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 ...

One of the key objectives of advertising is to influence the perceptions customers hold about a brand in their memory. Therefore, when assessing the effectiveness of an advertising campaign, researche ...

Mitch McCasland, director of planning and brand strategy at Moroch Partners Advertising, Dallas, and Nicole Davis, brand manager for Samsung Telecommunications America, argue that marketing executives ...

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perce ...

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative. ...

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver ...

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship. The analysis ...

Shigeo Okazaki and Sean Corcoran, consultants to Dentsu Inc, discuss some key components of their brand audit and brand analysis system. They introduce four key brand-perception measures (relevance, c ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

The authors accept that marketing is increasingly based on emotion – the `dream economy’ – that brands are chosen for their contribution to our self-image, and how we appear to others, rather than as ...

While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremel ...

This 'Best Practice' piece reviews the question of what brand image really is. It suggests that brand image derives from three sources:- brand experience; cognition and affect. The question of whet ...

The paper considers the case of the BeeLine brand in the context of the rapid changes in the market situation in the Russian telecom industry before and after the financial crisis of 1998. The BeeLine ...

Argues, based on the Y & R BrandAsset Valuator (BAV) that brand differentiation in all sectors is declining. This is serious, suggesting that brands are in danger of declining into commodities. Declin ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1984, Plum ...

A very large proportion of total response to brand image survey questions is due to a measurement effect rather than to perceptions that existed prior to the questions being asked. Guided by a cogniti ...

Consumers form impressions of a brand when they shop for it, use it or see it. Not all of these impressions stick and the nature of a brand can be defined in, general, as a set of residual impression ...

Might an advertised brand intentionally or unintentionally evoke association with one or the other of the major United States political parties? If so, what would prompt such an association? Those are ...

BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use. Analysis of the components of brand image and a way that consu ...

This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.