Brand management: Brand management

 

Using Maconomy's Agency Profit-Watch 2006, Neil Davidson reports on agency management practices in the UK and US. He finds that procurement and finance departments are increasingly influencing - even ...

Using findings from Prophet's 2005 State of Marketing survey on how marketers contribute to business growth, Scott Davis, a senior partner of Prophet, discovers a gap between the intentions and achiev ...

Under pressure for greater accountability, few marketers dispute the need for improved means to monitor performance and to justify budgets. However, this article argues that the traditional use of a ' ...

The accessibility of the internet is throwing up a constant stream of new sources of authority. As more and more of these influences come between the brand and its customers, the sense of control that ...

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 ...

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. Th ...

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics. Through a case study, this paper demonstrates it is possible t ...

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects. It describes an integrated brand value chain management model and a practical means to ...

The Chief Marketing Officer and Group VP, Personal Care, at Unilever describes how Unilever's structural reorganisation has improved global brand development. While operational implementation remains ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Bra ...

The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented. Building on the Dick and Bas ...

This article discusses the benefits of the 'brand scorecard' for marketing control and accountability. It is recommended as a separate but linked portion of the overall marketing dashboard: whereas th ...

This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importan ...

A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands ...

Describes how Orange monitors its global brand positioning, comparing consumer perceptions with performance in each country. Reasons for valuing brands are summarised: not just for accountancy but als ...

This study investigates from four angles why retail brands are growing. Employing panel and adhoc information collected on some 2,000 categories in 33 countries, the authors uncover reasons for differ ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

The industry has already extracted much of the benefit to be had from improving productivity and concentrating on core brands. Meanwhile, its dynamics are changing. What comes next? McKinsey analysts ...

Branding a country is arguably the most challenging branding operation of all. Product brands are straightforward physical things, service brands are more complex, but ultimately manageable. But locat ...

In traditional multibrand companies, individual brands had individual managers reporting to marketing directors, but this is changing. As the corporate brand model becomes more widespread, the care an ...

Discusses the selection of appropriate measures to include in a Brand Scorecard. The author reports on a project of the Conference Board’s Council on Corporate Brand Management, the aim of which was t ...

Steve McCarron, senior account planner at BDH\TBWA, believes that a fundamental shift is taking place in the way brands are perceived. Once it was the communications activity of the marketing departm ...

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic ...

Key Account Management (KAM) has been transformed from a niche fad into a standard business practice. In many cases, KAM has grown into a structured activity or even a separate organisational function ...

Many expressions of globalization have recently generated resistance and rejection in the region. Even during the most acute phases of these changes, Coca-Cola – a paradigm of internationality – was p ...

Six papers by graduate students, introduced by their supervisors. All are on various aspects of branding. They cover: branding in the pharmaceutical industry; how to achieve 'buzz'; 'retro' brands (i. ...

Describes how Masterfoods USA works to keep consumers involved with its brands and the brand image 'fresh'. A case study involving M&M's is quoted.

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...