Millward Brown papers: Brand management

 

You can pick your brands and you can pick your friends. But if you’re a marketer, can you pick your brand’s friends? Should you even try? As a brand manager, your first instinct may be to protect your ...

Many companies own multiple brands, and while this has undoubted advantages, there are pitfalls to be avoided. Differentiation and clear targeting are essential, as well as an understanding of which b ...

A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change. Name changes often result in a drop in sales, but when the proc ...

Store brands, also known as private labels, are mainstream in many markets and becoming more so, particularly in developing markets. As such they constitute legitimate threats to established brands. A ...

Consumer sales promotions can be an effective marketing tool, and when used well, can build equity. But successful promotions need to be simple, offer a real benefit, and be communicated clearly.

Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this app ...

Experience from the last recession shows that it is common for marketing spend to be squeezed and emphasis placed on maximising short-term sales uplifts, through promotions, to help meet profit target ...

This Knowlegde Point article suggests that there are many issues to consider when contemplating stretching your brand into new variants. Functional fit is naturally important, but so too is having the ...

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 ...

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 ...

With marketing budgets always under pressure, it may be tempting for advertisers to consider coming off TV. Brands can indeed “go dark” for six months or so with little apparent deterioration in their ...

PR can be a highly effective brand-building tool. In the eyes of consumers, it carries greater weight than other types of marketing communication, being seen as independent and hence more credible. As ...

Many of the world’s biggest companies derive more than half their value from their brands. And, more generally, there’s clear evidence that building strong brands through effective marketing can have ...

In the past, marketing was often said to be unaccountable. Not any more. Today, marketers are required to show how their expenditure is delivering a return, by contributing to brand and business succe ...

In every CPG/FMCG category, the point of purchase is the critical moment of truth when a consumer facing a shelf of competing brands makes a decision to part with hardearned money for just one of them ...

The most successful brands all share four broad characteristics: strong business basics, great brand experience, brand clarity and projected leadership. For marketers, this means there are key questio ...

This Knowledge Point article argues that the most successful brands, and those with the strongest growth potential, tend to have a clear, distinctive positioning based on emotional affinity as well as ...

A key aspect of effective TV ads is that of branding: the extent to which consumers will remember that the ad was for a particular brand. This is not achieved through introducing the brand name early ...