Get a demo Do I subscribe? News sign-up

Brand models, architecture

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

132 results found
Sort by

Article

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.

Article

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.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

News

MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Research Paper

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Article

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

Article

Some brands, such as Apple and L'Oreal, have very successful brand portfolios, while others get it wrong with a brand architecture that is a confusing mess of sub-brands.

Article

Every year around 30,000 new consumer products are launched and, in a typical day, the average person sees 1,009 ads.

Article

All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making.

Article

This article argues that a solid brand architecture plan can improve the chances of success of mergers and acquisitions (M&A) that involve a range of different brands.

Article

The ideal brand architecture can be structured by using Leading Indicator Metrics for the brand and its category.

Research Paper

Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.

Article

With consumers becoming less trusting of corporate businesses, Alex Do from Landor Associates argues that brands need to become more open and adopt an open-source mindset.

Article

Perpetual marketing must take into account everything from product performance and brand presence to the ongoing management of conversations and brand spread.

Article

As brands become media themselves, achieving a balance between them is the key to marketing effectiveness.

Article

Perpetual marketing requires new performance measures that move on from historic response analytics to include modelling factors that are predictive and will govern the next sale.

Article

The era of perpetual marketing requires brands and their agencies to listen, respond and change in real-time.

Article

Technology has accelerated the need for spontaneity in marketing communications and consumers have expectations of ‘live access’ to the brand.

Research Paper

The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure.