Brand management: Brand strategy

 

While business schools play a major role in creating more productive businesses the author questions their contribution to marketing in general and brand building in particular. He believes the tenet ...

Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from ...

Paul Richards argues that cost cutting of marketing budgets during a recession is a false economy. He lists examples of major brand's corporate missions, all of which centre on delivering value to s ...

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all s ...

This article discusses Organisational Alignment as a management tool for instilling a brand consistency throughout an organisation for overall business health. It identifies the theory's roots in a H ...

In this interview Gary Ralfe explains how a new concept developed for De Beers from a core business of mining rough diamonds to a supplier of choice. He explains how, in the 1990s De Beers position ...

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examp ...

This article describes the essence and importance of branding as 'emotional equity'. She illustrates her thesis with examples from Starbucks, Virgin, Target, and Coca cola.

This article describes '360 degree branding' - a process that targets every internal and external stakeholder/constituency, and is thoroughly integrated into the company's overall business strategy.

Even if the word 'marketing' had never been invented and advertising was banned across the globe, there would still be brands because people need them. It is people who call brands into existence - w ...

The chairman of Unilever's Elida Fabergé describes how the company has grasped the need for consumer-led growth and is regenerating both its culture and its skills to deliver it. The factors driving c ...

Interview with Bill Dalton, CEO of the HSBC bank (successor to the Midland). The bank's philosophy is to listen to customers and be seen to cater for their needs. This requires high quality and motiva ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1992, Blac ...

Argues that brand values must be defended against theft as trademarks are, by developing a clear, legally defensible concept of a brand. The content of such a brand concept is discussed under four hea ...

One of the greatest challenges for today's mega-brands is to establish an umbrella positioning across a variety of products and target audiences that unifies and promotes the corporate brand image. Ad ...

How to build lasting brands and brand `families'- a discussion and a framework for thinking about `brand architecture' that will meet all the goals of the organisation, and how to achieve it. Example ...

Brand thinking has moved deeper within the smartest companies. The deeper it is within the heart and soul of the company, the harder it is to imitate. One of the many surprises has been the ability ...

How global branding was developed for Mercedes Benz in the early 1990s. Case history background and rationale described. Key factors in the success of the brand model were simplicity of thinking, bein ...

Describes and illustrates how consumer control over the Internet demands a Rational Branding strategy, to provide value and relevance and thus motivate consumers to interact. How Rational Branding can ...

Argues that, whilst the marketing environment is changing fast with the Internet, the fundamentals of branding have not changed. Though the tactics used in brand strategies must evolve, strategy depen ...

Marketing of financial services is being handicapped by core assumptions about brands and loyalty. Financial brands in the UK are identified as comparatively weak. Customer loyalty is the key issue. I ...

This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation is viewed in the context of the propensity of advertising managers to e ...

The author argues that business success is dependent on a clearly defined and properly managed business strategy. He describes how to establish this strategy and measure it - and the reason why top m ...

Argues that the new values of customer service are opposed to product branding as traditionally understood, and that new approaches must be found to branding service. More choice, more effective compe ...

The quest for brand equity motivates marketers to build a favorable brand image to differentiate their offerings from those of competitors. However, high brand equity may lead to the death of the bran ...

This important paper concerns longer-term (year-on-year) brand growth and the mechanisms that seem to be involved. The underlying issues were determined during the course of three dissimilar 15-year p ...

Describes the market structure studies conducted by the Hendry Corporation. These identify the patterns of competition within and across product classes; when the category structure is understood, Hen ...

Marketers can capitalise on the assets in their brands more fully by recognising their constituent parts and making their brands' strategic direction more explicit. A strategic typology for brands is ...

Discusses various meanings given to the term 'brand' and the confusions which can result for marketers. It is argued that the key distinction is between functional brands (which essentially reflect th ...

The current slowing down of brand advertising expenditure is most likely to have been caused by inflation in media rates. This pressure is likely to continue and be reinforced by other new pressures, ...