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BRANDS
AND BRANDING
What
is a Brand Today? : Satisfying Value Dimensions
- - Cseng Lim
A
brand today is an entity (product, service, company,
person, technology, etc.) that offers a set of value
exchange measures between what the owner/market seeks
and the price he is willing to pay for.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Principles
for Building Strong Brands : The Principled Approach
- - Donald E Sexton
Powerful
brand position, communicating that position, establishing
the brand position, employee understanding of brand
position and importance, and managing the brand over
a period of time are the five principles of building
strong brands.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Enduring
Brands : The Transcendent Values
- - Kevin Clark
Brandscendence
strategy helps organizations create enduring brands.
Three elementsrelevance, context and mutual benefitinteract
to create an enduring brand.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Brands
and Emotion : Optimizing Positive Emotional Associations
- - Larry Percy
An
understanding of the emotional associations with brands
will lead to a better understanding of brands, and will
provide a powerful insight into strategic planning,
especially for positioning and marketing communication.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
To
Believe is to Belong : Designing the Brand Community
- - Patrick Hanlon
Primal
branding is a perspective that treats brands as a belief
systema system that attracts people who want to share
their beliefs. This article discusses seven pieces of
code called Primal code that go into every belief system.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Brands
and Competitive Advantage : Leveraging on Brand Value
- - Bodil Stilling Blichfeldt
Most
marketing scholars agree that brands are crucial elements
in the process of building and sustaining competitive
advantage. However, most scholars focus on the brand
as something that can be leveraged during this process.
Hence, we focus mostly on brands as assets that are
already built and which we can draw on when trying to
outperform competitors; consequently, we rarely focus
on the fact that it takes decades to build brands that
can be leveraged at a later point in time. Drawing on
the notions of competitive advantage and brand equity,
this article focuses on the missing link between these
two concepts, i.e., the concept of hard work and consistent
decision-making to build strong brands and the decision
to leverage on brand value that can dilute its value
almost instantly.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Brand
Responsibility : Matching Image with the Reality
- - Arlo Brady
Brands
are now made (at least re-made), altered, twisted and
destroyed on the street. The building blocks of a brand
are artificially created, and then manipulated by appropriate
advertising stunts. However, this process is less and
less effectivecertainly in the developed world where
we, as professional consumers, have become accustomed
to spin.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Brand
Equity and Brand Valuation : Establishing Guidelines
for Value Creation
- - Pablo Fernandez
This
article discusses the limitations of the many methods
proposed for valuing the brands and intellectual capital
and, within the limits imposed by the brands intrinsic
reality, establishes guidelines for value creation through
this study of brands and intellectual capital.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
The
Solution to Brand Dilution : How a Company can Grow
through Acquisition without Losing its Identity
- - Joseph Benson, Drew Allison, Rob Levinson
Companies
are using merger and acquisition strategy to achieve
expeditious grow thin todays highly competitive globalized
world. A checklist has been provided for brand managers
to check the health of the brands as the merger and
acquisition may result in diluting the brands and negatively
affect the company.
©2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Death
of a Brand : Better to Burn out or Fade away?
- - Dave Dolak
The
best way to understand how and when to retire or kill
a brand is to understand what a valuable brand should
look like and then explore the warning signs that indicate
when your brand is in trouble.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Its
a Fact : Strong Brands Drive B2B Markets
- - Kevin Randall
Brands
matter even more in B2B markets than in B2C markets.
Companies have to understand this fact and leverage
their full brand assets and create a strategic advantage.
The article discusses various aspects in relation to
B2B branding.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Nation
Branding : A New Angle on Competitive Advantage
- - Simon Anholt
Without
a powerful and positive reputation or nation brands,
no country can consistently compete for consumers, tourists
and investors and the respect and attention of other
countries and the worlds media.
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Spirits
and Wine Industry Revolves Around Power Brands : The
Hard and Soft Measures
- - Elise Neils, Bradley Sarna
Having a diversified portfolio of brands that includes
power brands will protect a company against risks in
any industry, especially in the spirits and wine industry
©
2006 IUP . All Rights Reserved
BRANDS
AND BRANDING
Effective
Global Branding : A Framework
- - Kaushik Mukerjee
A successful global brand manages four important
brand building blocksbrand salience, brand imagery,
brand judgment, and brand resonance. A framework built
around these four building blocks can be very useful
in managing a global brand.
©
2006 IUP . All Rights Reserved
CASE
STUDY
McDonalds
Localization Strategy : Brand Unification, Menu Diversification?
- - Kisholoy
McDonalds
has successfully maintained its global brand identity
by standardizing its principles and service quality
but customizing its offerings across the globe.
©
2006 IUP . All Rights Reserved
INTERVIEW
In
general, a company should use PR (or publicity) to launch
a new brand and should only switch to advertising after
the new brand has achieved credibility in the minds
of consumers. Advertising doesnt have the credibility
to launch new brands.
- - Al Ries
In
the last ten years have the connotations of Brands and
Branding changed? What are the new insights on the horizon?
Ten years ago, the emphasis in marketing was on "selling."
Success was measured in terms of what a companys current
sales were and whether or not sales were increasing,
remaining static or falling.
INTERVIEW
The
prosperity index we see around is heralding the welcome
of luxury offerings from all over the world.
- - Harish Bijoor
Is
the time right for foreign luxury brands to make their
entry into India? I believe it is. India is poised currently
at a take-off stage of its wealthy folk. The niche that
comprises the wealthy niche of the population is growing.
This niche, which is right at the top of pyramid of
the hierarchy of needs, is the niche that welcomes luxury
products. The time is particularly ripe now for a different
economic reason as well. It is not that there have not
been rich people in the market all the while, over all
these hundred years that have passed by. There is a
difference in the wealth profile of the new consumer
in the market today. In the past, those who had the
money had what I would define as "old wealth". This
was wealth equated over the generations in terms of
land, gold, deposits and much else. This was wealth
that had been with the family and passed on down the
ages. Old wealth was largely a corpusa corpus that kept
fragmenting in size and depleting in value due to the
fact that it was not employed productively. Moreover,
with family sizes growing over the ages, this old wealth
had to be divided among generations as it cascaded down!
INTERVIEW
Indian
FMCG companies are truly going global through a combination
of extending own brands and also buying over relevant
brands in overseas markets.
- - P Gopalakrishnan
What
have been the major lessons in building CavinKare as
a popular brand? CavinKare as a corporate identity has
been built over the years. Strong and relevant brands,
motivated human capital and value systems are critical
to building and sustaining the corporate identity. |
