Subject Index
 

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 ...

This article argues that traditional 'brand planning', seen as a top-down command-and-control procedure, is outdated.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 ...

This paper discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change. It explores the growing pressure and opport ...

This paper argues that, to sustain competitive advantage, companies must constantly push the boundaries and set more ambitious standards for `consumer insight' from research data. An example is brand ...

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 ...