Jenni Romaniuk, Research Professor and Associate Director (International), Ehrenberg-Bass Institute, explores seven common areas where marketers make mistakes when building, changing, or using a brand’s identity.
Andrew Stephen, Admap, June 2018, pp. 18-19
In recent years, understanding the impact of social media to build a brand in the long term hasn’t been a focus, with marketers preferring to evaluate the short-term impact of ad campaigns run on social media channels.
Steve Gladdis, Admap, June 2018, pp. 20-21
Media partnerships can be an attractive proposition for brand owners and their agencies, especially where there is a desire to stand out among advertising clutter, to solve problems that advertising alone cannot, or to create content that consumers would actively seek to consume.
Jerry W. Thomas, Admap, June 2018, pp. 41-43
The word ‘brand’ is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services, but these are only the visible tips of the iceberg.
SINGAPORE: Well-recognised brands such as McDonald’s and Samsung use design to boost their brand imprint to prompt maximum saliency and recognition, according to new BrandZ research from Kantar Millward Brown.
LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.
Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018
Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.
NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.