Brand management: Brand management

 

Bruce Tait, co-founder of Fallon Brand Consulting, believes there is a crisis in brand differentiation and creative brand management. He lays this at the door of ‘marketing science’ – the current pro ...

Laura Mazur describes how Mike Jatania has created a whole new business model. His company, Lornamead, buys up corporate cast-offs. He believes that these orphan brands, abandoned by their old owners, ...

In this perceptive article, Adam Morgan analyses the attitudes and behaviours that characterise the people he describes as pirates, illustrating vividly how necessary this behaviour is to the success ...

Stella Artois’ off-trade sales alone now make it the fourth largest grocery brand in the country, selling 33 pints a second. This article describes marketing’s role in this success story from the earl ...

Brand guru David Aaker describes and illustrates the five key concepts that underpin the building of brand portfolio strategy.

Describes how Wachovia Bank, one of the world’s leading correspondent banks, has grown and developed its branding. It competes head-on with local banks without having their local presence. Key proposi ...

Describes how ExxonMobil, Lubricants and Specialities, creates and develops global branding for its Exxon, Mobil and Esso lubricant brands. The strategic process involves creating branding blueprints, ...

Companies in the pharmaceutical industry, like most companies which do not sell direct to the consumer, have a limited understanding of the value of branding. The authors, all with considerable experi ...

The traditional fmcg marketing model does not apply to servicebrands. PETER HUTTON calls for a holistic approach

Peter Hutton, BrandEnergy Research, argues for a new holistic way of thinking about and managing business. Rooted in Kaplan and Norton’s Balanced Scorecard, he explains the importance of integrated m ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

This paper addresses changes in brand management in the 21st century and summarizes research conducted by SIS International that has uncovered five trends or significant changes in brand management.

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message. ...

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing ac ...

This paper will show how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past bran ...

The paper examines the relationship between brand equity and in-market performance. A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market s ...

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing ...

Many pharmaceutical companies, particularly those in the United States, ‘went global’ in the 1990s – yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winne ...

It is exactly twenty years since the publication of Professor Ted Levitt’s, Harvard Business Review paper on the globalisation of markets. Levitt’s main thesis was that cultural differences were erodi ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

Argues that companies operating in high-tech markets have as much need of good branding as any other consumer goods firm, although some adaptation may be needed. Without branding, having the best/most ...

If any company epitomises a devotion to brands and brand-building it's Unilever, with brand leaders in many categories nourished faithfully over decades. Keith Weed, chairman of Lever Fabergé and the ...

Brand valuation has been taken as welcome evidence that brands have an economic value as company assets. Yet there remain hidden threats. Assets can be stripped - and will be if the lessons about what ...

Although the term 'brand equity' has entered common parlance, exactly what it takes to build and maintain strong equity is not always recognised. Young sees many companies inadvertently chipping away ...

In this article the authors trace the changes in relationships to brands from the era of 'unique selling proposition', through 'emotional selling proposition' to the present 'participatory brand relat ...

When companies treat their brands as an asset, this commitment can create a more effective and unified organization. More and more companies are aligning their corporate strategy and goals, internal a ...

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the are ...

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 ...

Describes 'the seven deadly sins of brand bureaucracy' that waste resources and dilute return on investment, and 'give branding a bad name'. For each sin, a suggested 'workout' can help teams kick the ...

This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) marke ...