This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
This article discusses the importance and unimportance of logos in branding. Designers and marketers often attach meaning to logos that consumers do not: consumers rarely consider what the deeper connotations of a logo are or attach any intrinsic meaning to it.
This paper provides an overview of the mass merchandising industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.
Paul Feldwick, Admap, November 2010, pp. 50-50
This article investigates best practice for naming a product and what works best in advertising it. He argues that, while almost any name can come to mean almost anything over time, the most important function of a brand name is to differentiate that brand from its competitors and, if possible, to do so in a way that helps build a rich network of attractive and distinctive associations around the brand.
Anthony Shore, WPP Atticus Awards, Winner, 2008
Anthony Shore gives his six tips on what NOT to do when naming a company or product. These include: waiting until the last minute; be sure the new name is descriptive, begins with the letter A and has no negative connotations; develop names that have no meaning; invite the entire company to brainstorm; have a contest; and have a focus group to pick the winner.
Lee Curtis, Admap, June 2006, Issue 473, pp. 55-57
Lee Curtis, a trademark attorney at the Leeds office of Pinsent Masons, discusses the dangers that Google, Xerox and Jacuzzi run if they fail to protect their trade marks - and the ways to prevent familiar brand names going the same way as escalator, linoleum, and, even, sandwich.
Charles Croft, Admap, April 2002, Issue 427
This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in mounting this type of promotion.
Sylvie Laforet and John Saunders, Journal of Advertising Research, Vol. 39, No. 1, January/February 1999
Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strategies they adopt, the authors set out to discover why.
John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.