Browsing Category: "Branding"
Think about any great brand. Disney, Johnson & Johnson, Levi Strauss, Starbucks and Apple are just a few examples. Great brands do not happen by accident; rather they are the result of careful and creative brand planning and the timely execution of innovative marketing strategies.Renowned brand expert, marketing professor and author Kevin Lane Keller has [...]
With the advent of Internet the marketing communications environment has changed profoundly and there is a recognised need of continuous conceptual addition to the existing branding theory. Some authors pronounced the advent of the “experience economy” and the “experience marketing”, while others have taken more extreme postmodern stance and have denied the validity of the [...]
PRODUCT BRANDING This is of the type one-brand one product. In terms of customer perception and information processing, the most effective way to designate a product is to give it an exclusive name, which would not be available to any other product. In the product branding strategy the brand is promoted exclusively so that it [...]
Branding is a hot topic in marketing these days, but it’s defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layer. Here are our definitions of some of the most important Brand Layers: Brand Foundation The base from [...]
Adidas + Yohji Yamamoto, Intel Inside + Compaq Personal Computer, D&G + Motorola, British Airways and Citibank, Adidas + McCartney, Mercedes and Swatch, Bacardi and Coca Cola, Danone and Quick, GOME and Motorola, Industrial and Commercial Bank of China and American Express…these are only few among the most famous examples of co-branding we have seen [...]
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Customer Based Brand Equity â?? A Pragmatic Approach  Dr.K.Krishnakumar, Lecturer in Commerce, Periyar University, Salem â?? 636 011  Introduction In the new era of a globalized market place, brands are key drivers of economic values of a corporation. In the new emerging business scenario, brands offer the capacity to add value which is [...]
If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that’s as true for a one person home-based operation as it is for a multinational conglomerate. In this article we look at how creating a strong brand [...]
Vintage brands have been on the rise in the west for the past 5 years â?? and the trend is still continuing: brands famous in the â??80s that had been long forgotten have been rejuvenated to see new days of glory. Converse All Stars, to name one well known example, have come back into style [...]
There is an increasing body of evidence that makes the case for solid employer brand management. From an organisation’s point of view, an employer brand encapsulates the key qualities current and prospective employees associate with you as an employer. These qualities can be economic (remuneration), functional (training and skills) or psychological (such as a sense [...]