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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.
Pages: Previous 1 . 2 . 3 . [4]

Use Market Research to Understand Your Markets. Use Brand Research to Understand Your Customers

by Joseph Benson

Senior executives engage in market research when they are seeking to quantify demand for their current products and potential demand for their new products. These same executives should engage in brand research when they want to learn how their best customers perceive them, why those customers choose them over competing brands, and how to express their brand universally and crisply across all print and electronic media.

Branding Your Business Know-How

by Alistair Rylatt

The ability to build successful brands and the resultant repeat business are tightly linked to business and manager know-how.

BrandAid ©

by Jon Piro

An easy process to self analyse your marketing and promotional materials. In this article I will describe 10 simple ways to analyse your own marketing material and how you can implement changes that will forge a successful branding strategy.

Heritage: A Master Brand Builder

by Joseph Benson

If there is any one single characteristic and attribute of a brand that provides sustainable competitive advantage, it is heritage. We all know, buy, and experience brands that have a great heritage. For some of us, it is Mercedes, Philips or Disney. For others, it is McDonalds, Heineken or Gucci. What makes these brands great, what they all have in common, is that they have had the time to build a meaningful and relevant past — a heritage.

Brand Momentum: Speed Can Kill

by Bret Kinsella and Joseph Benson

Marketers and brand managers are responsible for building brands. Their success is often measured by an ability to develop forward motion or ‘momentum’ for the brand. Momentum can help deliver high brand awareness scores among target customers. It can also bring about positive publicity which supports paid marketing efforts. Yet, few brand managers are trained to understand the behavior or physics of momentum. There is a wide—spread belief that forward momentum is always a positive and desirable state. There is also a belief that once the brand is in motion, it will stay in motion. Neither point is true. Momentum is a force. And as a force, it will yield competitive advantage if it is managed. If it is not managed, it will inevitably lead to brand dilution.

Is Your Brand Going To Graduate Or Be Stuck In Adolescence?

by Joseph Benson

The best brands succeed because they excel at each stage in their lifecycle. They don’t skip steps. Great brands are founded on more than a compelling promise and innovative marketing communications. The stewards of these brands recognize that compelling promises and marketing only bring you to your customers’ doorstep. In order to enter their homes and become integral parts of their lives you must also excel at delivering positive buying and using experiences.

Knowledge Based Brand Marketing

by Jane Toohey

Client and target market research is one of the most important steps in brand development.

Brand Development - The Lifeblood Of Business

by Eugene Rea

There are thousands of products and services out there, but not many brands. This article explores the potential, the pitfalls and risk reduction in creating new brands or evolving existing brands.

New Brand Name, New Service Culture? Surely Not!

by Max Franchitto

Recently we have witnessed a number of organisations re-branding as a result of a merger or takeover, and more is yet to come. But does this mean that we will see a change in the service culture of the new look organisation? The truth of the matter is MAYBE NOT!

Brand Paradox

by Jeremy Hope

The critical issues of branding...

Getting Results From Branding Advertising

by Jeremy Hope

Getting results from advertising can be a minefield of agencies, media reps, anecdotal customer experiences and aggressive competitors. It doesn’t have to be if you apply a few basic principles.

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