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Building & Managing A Brand

Great brands deliver positive buying and using experiences. What is the potential, the pitfalls and the risks in creating new brands or evolving existing brands?
Total 56 articles in this section.
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The Dos And Don'ts Of Branding - A Minefield Of Names

by Kim Brebach

A company's brand stands on three legs: Name, Logo and Tagline. None of them is easy to get right, yet all of them are keys to defining the company, building recognition in the marketplace and developing loyal customers.

Rethinking Global Brand Strategy

by Levinson, Benson, and Allison

In order to remain competitive, many large companies today feel compelled to create a global brand strategy. In fact, for most brands, "going global" is not only an elusive objective; it's a destructive one.

Brand Rejuvenation

by Levinson, Benson, and Allison

Established brands are resilient, elastic and vital. However, continued good health is not a guaranteed condition.

ABC Of Branding

by Zern Liew

ABC, which stands for Actions, Beliefs and Clothing are a brand's basic building blocks. You have an authentic and strong brand when these three aspects work together harmoniously.

Your Brand Is Everything

by Joe Calloway

Your brand is everything. Don't think that just because you're not Nike or Coke that you don't have a brand. You ARE a brand.

How Are You Known In The Marketplace?

by Craig Harrison

How does the world see you? It may not be the way you see yourself. Either way, it's time you find out!

Building Your Brand

by Scott Glatstein

Five steps to building a strong brand and an optimised customer experience.

Don't Be Scared Off By All That Brand Talk

by Jane Toohey

A great brand can set your company apart, give you a competitive advantage and encourage loyalty from your customers and staff.

How To Build A Million Dollar Brand

by Trevor Choy

For many successful companies, brands are their most valuable asset. Trevor Choy from Choy Lawyers explains how they identify and develop their brands from an idea into a million dollar value.

What's In A Name?

by Jane Toohey

Naming or re-naming a business or product can be thrilling, or terrifying, or both. There's a lot at stake, from legal ramifications right through to the future sale price of your business.

Build Better Business With Better Branding

by HopeAD

Branding is the overall intellectual and emotional impression people have when they think of your company.

What’s In A Name? The Six Essential Elements You Need To Know

by Susan A. Friedmann

Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it.

Implementing A Brand Scorecard

by Tim Heberden

Improve your marketing performance tracking system and learn from lessons learned by organisations that are further down the road. This article also summarises the factors that lead to successful implementation and outlines a value-based approach to performance tracking.

Great Brand Design Is Much More About Business Than Art

Great brand design has to make sense. Don't waste your time with multiple options of sameness or averageness, jargon, nor art. Keep it simple, zero in on the important stuff — the stuff that will make the difference. There is power in the simple ideas, not me—too ideas. This is a brand design process which delivers measurable bottom line results with innovative rather than me—too design solutions — the 7 steps to grow a brand and get it right.

The Myth Of Branding

by Justin Roff—Marsh

At best ‘brand’ is a useful word. At worst, it’s a dangerously misleading management tool.

Total 56 articles in this section.
Pages: Previous 1 . 2 . [3] . 4 Next
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