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articles illustrate fundamental principles of brand
management, the keys to success for any brand, large
or small. |
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Volvo:
How strong brands evolve
Strong brands evolve over time. When properly managed
this evolution ensures that the brand remains distinctive
and motivating to all stakeholders.
Take a look at how Volvo have achieved this.
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Communicating
brand value
Need to convince skeptical colleagues (or clients)
of the value of brands? This article might just
help you structure a persuasive presentation.
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Banyan
Tree: Unlocking the creativity of staff to deliver
the brand
Banyan Tree hotels and resorts have won numerous
accolades and awards. Find out how staff create
the guest experience, and the strategies that have
helped achieve this.
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The
extended product model
At the heart of every strong brand is a product
that supports the brand experience. Use this model
to help understand your product and the opportunities
for building your brand.
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Strong
brand portfolios are designed around the customers'
approach to purchasing
Take a look at how two leading companies design
their brand portfolios to reflect their customers'
approaches to purchasing.
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Seven
applications of brand valuation
Brand valuation techniques originally developed
in response to mergers and acquisitions activity.
Since
then other applications have developed into important
strategic management techniques.…
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Protecting
your intellectual property:
Two tales
Protecting your intellectual property is a vital part
of creating brand value. Did you know that in certain
markets it is possible to register a single, solid
color as a trademark? Not just colors, but also shapes,
scents and sounds have official trademark status…
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FCUK
Fashion: A shocking success
There are so many different ways to tell this story.
Should we undertake an intellectual analysis of a
brand's rejuvenation? Or tell a different tale, of
a brand labeled as 'tasteless and obnoxious' by a
British judge? Either way, it's certainly a shocking
success…
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Job
ads matter too
You probably don't pay too much attention to your
company's job ads. They're nothing to do with marketing,
right? Well, we're sorry to add to your workload,
but job ads matter too…
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A
Johari Window into your brand
Regular
readers of this site will know that I am not too keen
on academic models. However, this Johari Window is
a thought-provoking way of exploring your brand challenges…
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Airbus:
Reaching out to purchase-influencers
Airbus has reached out beyond its immediate customers
to build its brand with a broader audience, through
print and TV advertising. Find out why this makes
sense…
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Avis:
We Try Harder. A classic case of 'repositioning' the
market leader
The Avis 'We Try Harder' campaign is a classic case
of a challenger brand repositioning the market leader.
Here we look at the advertising, and the lessons to
be learnt from this case.
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The
Mercedes logo
The origins of the Mercedes logo are rooted in the
history of the company's founders, the Daimler family.
The story goes right back to the 1800s, with the 'Star'
going through a number of changes before emerging
into the logo we know today.
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The
7S McKinsey model
Most of us grew up learning about 'the 4Ps' of the
marketing mix: product, price, place, promotion. And
this model still works when the focus is on product
marketing. However, to better represent the challenges
of service marketing, McKinsey developed a new framework
for analyzing and improving organizational effectiveness,
the 7S model.
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Morton
Salt: It's never just about price
It is too easy just to give up and say 'price is the
only thing that matters to our customers, there's
no reason to think about branding'. You may believe
that you work in a commodity market, but it's never
just about price. Learn a lesson from Morton Salt
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The Centurion Card:
For the best of American Express customers
American Express developed the black 'Centurion
Card' for its very best customers. It is so exclusive
that you won't even find details of it on the American
Express website. It's available by 'invitation only'
and reputedly requires card spending of US$5,000
per month. Take a look...
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Brand
valuation: The seven components of brand strength
Hiring an expert in brand valuation is an expensive
business, probably too expensive unless you are a
big brand with a special need. However, it doesn't
cost anything to look at a brand valuation model and
reflect on the implications for your brand. Take a
look...
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The
HOG: More useful than you might imagine
Did you know the HOG is a source of customer information?
Finding ways of getting close to and understanding
your customers is essential to successful brand management,
and here we show you a great example.
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Cost-effective
promotions can build the brand too
This international news and current affairs publication
has been running the same campaign for well over 10
years and it remains a cost-effective, business-building
and brand-building promotion.
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The
New Coke fiasco: Market research
lessons to be learnt
You are probably already aware of the 'New Coke'
fiasco - one of the biggest-ever brand management
blunders. But do you know why it happened, how their
market research failed and the lessons to be learnt?
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The
Pret A Manger brand
You may already know the Pret A Manger brand.
If not, keep a look out. The brand is growing fast,
and is a great case of how to achieve success without
conventional advertising.
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The
BMW logo
You probably know the BMW brand, but do you know
the origins of the logo? Find out here and find out
the implications for how you manage your brand.
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The Kodak name
You probably know that the Kodak name was created
by George Eastman, the founder of the Kodak photography
business, and that it was the success of the original
Kodak camera that laid the foundations for Eastman
to build his business empire. But can you recall why
Kodak is still one of the best 'made-up' brand names?
Find out from George Eastman himself.
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The IPA series of AdValue downloads
Did you know that there is a great set of FREE
papers on advertising available from the IPA site?
The IPA (the Institute of Practitioners in Advertising)
is the industry body and professional institute
for the UK's thriving advertising and marketing
communications business. Its site contains some
great resources…
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Companies can live forever
Did you know that companies can live forever? With
major company collapses so often in the news, it
is easy to forget that some companies have been
around since we were young. Find out what makes
the difference, and how some of the oldest companies
have lived for hundreds of years.
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The
Microsoft brand
Do you know the value of the Microsoft brand,
according to the Interbrand survey of brand value?
Find out here, and find out why we disagree.
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How
To Build Your Total Brand
All these 'Did You Know?' articles provide
useful illustrations and anecdotes, to help you better
understand brand management. If you want to start
applying the same principles to your own brand, as
part of a structured brand management process, you
need our brand management Manual. »»
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