Subject Index
 

Branding can help an organisation own an innovation, create and dominate a new subcategory and enhance the perceived effectiveness of the organisation. In this article, branding expert David Aaker arg ...

This paper provides is a wide-ranging description on the reasons why corporate advertising is needed and its key traits. It outlines the need for communication, especially with shareholders and potent ...

Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees. This paper shows how Nestlé is facing the challenges of entering ...

The fact that brand accountability is important is not new, but it appears that few senior marketers have grasped how to represent the importance of branding to their senior managers. Most research sh ...

This article examines the issues for branding raised by corporate acquisitions. Branding is often not 'top of mind' for those who lead acquisition negotiations. Yet, because it can be a sensitive area ...

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo. He argues that to flourish in the modern world, both brand and adv ...

Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand a ...

This article argues that cause-related marketing (CRM) is a strategy whose time has come. Research sponsored by Business in the Community, in the US and UK, shows considerable demand for CRM, and that ...

This paper describes British Telecom's involvement in partnership with the Disaster Emergency Committee (DEC) following the Southeast Asia tsunami disaster in December 2004. BT provided the communicat ...

Corporate responsibility - the idea that a company has responsibilities beyond the simple growth and responsibility of the business - is increasingly seen as important for reputation, but management o ...

Corporate policy and conduct are now inevitably under public scrutiny, and companies must take care to align public and private interests. There are three strands to this argument: 1) corporate respon ...

Tom Harper, managing director of ACNielsen Ireland, and Michael Cluff, international managing director of Media Audits, analyse the ESOMAR data on per capita adspend and expenditure on market research ...

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as t ...

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been ...

This comprehensive research study reveals that credence qualities are often elaborated and harmonized using different signaling instruments, the choice of which reflect a company's characteristics and ...

Professional services, loosely defined as all types of business where knowledge is the barrier to entry, can be highly successful. The article considers how the winners achieve success and how far the ...

This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of resear ...

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This paper introduces a percepti ...

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate ...

Do consumers really care about corporate reputation when it comes to purchasing decisions? This study tests that hypothesis by comparing consumers' perceptions of companies to the consumer equity of b ...

Marketers are getting their groove back. But if the year ahead heralds the “return of marketing,” it certainly won't be marketing as we know it.

One of America's greatest inventors, Benjamin Franklin, once said “glass china and reputation are easily cracked, but never well mended.” A simplistic and thankfully outdated notion, yet with an eleme ...

This case study describes how the pharmaceutical company Lilly developed its corporate branding amongst internal and external constituencies, as well as its customers.

Ian Buckingham, BY2W Consulting, and Philip Kitchen, Professor of Strategic Marketing at Hull University Business School, discuss the role of the CEO in today's global business and his or her responsi ...

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 ...

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning (“Brand Vision”). Concerning implementation, steps were developed to ...

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as t ...

Interested in learning how to start a corporate blog of your very own? Then this paper is definitely worth reading, whether you are looking for information on how to set up and attract guests to your ...

Quoting a number of industry pundits and offering many examples, Simon Nicolas, of marketing and research company Aston InfoSec, argues that companies and brands that climb on the band-wagon of moral ...

The speed of the decline in the reputation of Shell, once one of the world’s most respected brands, seems to the outside world to have been as fast as it has been shocking. In this article Shell veter ...