Brand management: Brand management

 

Brands make big promises, but if the delivered experience falls short of the promised one, customers will be not only be dissatisfied, but may become brand detractors, sharing their negative experienc ...

Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods. Accountants are in charge of th ...

In the gloom of the current economic downturn, many brands are failing to change how they approach consumers, but a few are attempting to encourage and lift spirits. A semiotic look at current strateg

This article argues that in a recession branding, and brand management, become more important, not less; recession provided opportunity for those companies which understand this. In recession, not onl

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 article argues that managers are kidding themselves if they think they are in control of their brands. Today's more active, empowered consumers require a looser, more flexible approach. Yet, too

Many businesses still view the brand as the province of the marketing department and the basis for new advertising and communication, even if it is acknowledged that the brand is important. But when a

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 ...

In his book 'BrandDigital', Allen Adamson explains why digital technology has not changed the basic rules of building a powerful brand but, rather, magnifies everything we know to be true, from collec ...

Brands can't take a pill to cure ills such as bad press and attacks by competitors. They must build immunity - and that means making sure the whole organisation is healthy. In this article, Terry Tyr ...

This article surveys the changes in marketing over four decades. It argues that in the 1960s/70s Procter & Gamble invented brand management, the best companies looked impregnable and smaller companies ...

In this article, Tim Ambler, of the London Business School, discusses the future of marketing. He argues that brand managers have always included some of the most talented people in business and, alth ...

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 ...

Trade spending has become the single biggest cost for most fmcg manufacturers, as an increasingly condensed grocery retailer market finds more and more ways to squeeze money out of suppliers. Companie ...

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to ...

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health. As well as diagnosis, it delivers prescription: what should be ...

This introduction to Admap's report on branding provides a summary of the key elements required for a healthy brand and how brand health should be monitored. Key points include: good brands are built ...

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage ...

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 ...

This article argues that traditional 'brand planning', seen as a top-down command-and-control procedure, is outdated. Traditional brand planning uses quantitative research to segment consumers, craft ...

This article argues that brand marketers have focused too much on the emotional side of brand marketing - the 'sizzle' and the 'stretch' - and have neglected the product. This imbalance is dangerous a ...

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 paper explores globalisation from a marketing - and particularly brand management - perspective. The Fusion Model it elaborates distinguishes three different types of brands according to their he ...

This paper summarises a report on a survey of ANA members entitled 'Brand Deterioration: how to identify, measure and respond'. The research looked at four main questions: are there best practices for ...

Gavan Stewart, founder of Touchdown Brand Affinity Marketing, reckons that tying your brand to a celebrity for endorsement, sponsorship or other partnership is a dangerous strategy. He argues that a m ...

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

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 ...

This article discusses brand monitoring, a tool which is becoming increasingly essential in a fragmented media marketplace where it is difficult for marketers to gain a 360 degree understanding of the ...

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 ...