Brand identity: Positioning, repositioning

 

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'. To do so successfully, however, may require both an inward and outward tr ...

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- ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

This paper provides an overview of brand positioning, from its definition to its formulation, including a discussion of positioning is needed and an examination of how it should be determined by consu ...

Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting `beauty' in a new way, which would make women feel good about how they ac ...

Describes the `Six Sigma' service for marketing process improvement. The current demand from CEOs for accountability of media and marketing spend is driven by results which are generally poor, as is s ...

Describes how Carnival Cruise Lines have researched their potential market in order to widen and update the appeal of their brand, and the changes they have introduced in consequence.

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 is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour. The achievement ...

Case study describing how the mobile operator MobiMak, in the multicultural environment of Macedonia, has developed and re-branded itself from an inward-looking technology company into a consumer-cent ...

Describes the restructuring process in which General Electric has rebranded itself into a diversified technology, media, and financial services company dedicated to creating innovations that make life ...

This paper traces the history of the Heineken brand and how it has become a status brand associated with 'old' and traditional values. The author explains that it is seeking to identify with, and con ...

Discusses how to achieve brand positioning. Three stages: 1) develop the right frame of reference (FedEx), 2) review points of parity with other brands, the minimum requirements (Palm Pilot), 3) ask w ...

The paper suggests that one of the problems in brand positioning work is that the stimulus material shown to consumers is generic (statements and mood boards are not part of the consumers' experience) ...

In a declining network viewership, ABC recognized the need to build a stronger brand for the future. ABC's 'yellow' campaign began in July 1997 and was refreshed in 1998, its on-air packaging and look ...

Rejoinder to Ehrenberg and colleagues replying to original article in the May issue, concerning their alternative market segmentation and brand positioning models.

The authors describe their alternative (H-M) model of buyer behaviour in contrast to the Dirichlet model proposed by Andrew Ehrenberg and colleagues. This model (the basis for TNAGB's `Optima') is des ...

This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that descr ...

The article describes Research International's `Locator' modelling system for relating brand images to brand preference, and shows how it can be used not only to understand the present, `static' marke ...

Examines how branding can facilitate small business development of new ventures. Opportunity recognition, innovation, business model development, supplier acquisition and other key factors are investi ...

The authors revisit their original paper (Consumer packaged goods in the United States…) in the same edition of the JMR. They consider the views of a range of commentators on their work and suggest a ...

This brief paper comments on the Bronnenberg, Dhar and Dube article (Consumer packaged goods in the United States…) in the same edition of the JMR. The author notes that the findings were new to acade ...

This brief paper comments on the Bronnenberg, Dhar and Dube article (Consumer packaged goods in the United States…) in the same edition of the JMR. The author considers the impact of intentional strat ...

This paper comments on the Bronnenberg, Dhar and Dube article (Consumer packaged goods in the United States…) in the same edition of the JMR. Their findings for France parallel those for America, with ...

Striking geographical patterns are documented in the performance of national brands, using information from a large longitudinal scanner database. It is suggested amongst other things that geographica ...

The authors explore how firms can position brands to insulate them from negative publicity and how consumers evaluate brands in reaction to such publicity. Research suggested that prior brand attitude ...

The article introduces a methodology for eliciting brand association networks/maps from consumers, and aggregating individual maps into a consensus map of the brand. Such maps include the core associa ...

Three experiments were undertaken to identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. Str ...

The authors suggest that preventative and cure remedies such as debt consolidation loans and smoking cessation aids undermine risk perception and thus undermine risk avoidance amongst those most at ri ...