Branding is what differentiates one product from another of a similar make. For instance, what is it that differentiates Kellogg's cornflakes from the other cornflake packets on the supermarket shelf? Apart from minor changes in the ingredients, the only thing that is actually different is the name - the "Brand"....
Words have the power to inspire, to motivate and trigger a call to action. Ever-evolving and ever-expanding, language enables new and different ways of articulating and expressing what one want to say and how one wants to say it. As such, the role and importance of a name and of...
Branding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase. For instance,...
Sears Securitizes Its Brand Names: BusinessWeekSears Brand BondsTo offer some perspective on the potential implications of this move I compare Eddie Lampert's recent "Sears Bond" issue with David Pullman's 1997 "Bowie Bonds." I hope this will lead to new ideas on how to monetize the brand portfolios of other big...
Some entrepreneurs are absolute masters at launching new ventures. They live for the thrill of inventing a new product, developing a new service, building a business from the ground up, and attracting the customers who will make that business succeed. They may be inspirational leaders who can motivate their colleagues...
Readers of this blog will not be surprised to learn that I’m not entirely enthusiastic about the ability of some marketing groups to support the sales effort. One of marketing’s most important tasks is to create brand names that help drive sales. Sometimes this works, sometimes...
Choosing a name is one of the most important decisions a company can make when launching a new brand. The name is usually the one element of the brand identity that remains constant while other elements such as packaging, tagline, and even product formulation can change on a fairly regular...
The paper informs that over 50 percent of UK tour and travel agencies have their brand names used by others often direct competitors in pay-per-click advertising campaigns. This report discusses how travel companies can protect themselves from brand name interception. It examines whether the companies implementing these campaigns are infringing...
Companies taking personal names or revising their own name to convey a more familiar or friendly brand name is not new. However, previously companies predominantly chose the last name surname, but nowadays, society has become more informal. First names are more often used to address others, and therefore, also as...
The main aim of sales service providers is to maximize customers. And, if it happens to be a big brand name customer, the task is much big. The process calls for using various sales gimmicks to make a good deal with the prospective organization. The sales gimmicks include giving discounts...
"A good name is better than riches." The paper in general provides certain tips to consider when selecting a new brand name. But to get a good name takes a careful balancing act between art and science. Selecting a good name on a global scale adds the need for legal...
"The article is about the brand name and explains six different lesson. It explains the impact of brand name on the customers and explains the case of Agere's factories. 1.Don't Create Obstacles! Unless you have very deep pockets and plenty of time, do not create a brand name that...
With a penchant for naming things, it would seem as if finding the right name to match our next product or service would come easily. For the lucky few it does, but more often than not the process requires careful planning and strategy to truly translate the goals of a...
The paper states that through symbolic preference formation getting consumers to like a product offering because it appeals to the lifestyle they have or want to have, companies can create more effective and persuasive advertising. It also describes the term ‘identity salience’ as the process through which an advertisement, product,...
It is well known that people tend to buy from people they know. Marketing gurus have called it awareness, brand name recognition, and relationships marketing; the essence is the same. If one wants customers to know them, one should make an effort to know them. For this, various steps can...
The preannouncement of new products is an instrument often employed in the realm of new product introduction, sometimes having considerable effect on the buying behavior of potential consumers. This study examines the degree to which brand names - with the base of trust they bring with them - as well...
Online business has a place in the e-business pecking order, a certain position in people's minds. However, if the company's mind position is only "pretty good," the chances are that visitors will never return. Industries spend millions of dollars to position themselves. For positioning a business with little or no...
[ILLUSTRATION OMITTED] A BRAND is the expectations, image, and perceptions it creates in the minds of others, when they see or hear a name, product or logo. Microsoft, Nike, Toyota, Volvo, and Coke tell us how they want us to perceive their products. These brands don't communicate about...
Live registration begins for the Web's new personalized domain PODGORICA, Montenegro -- The .ME Registry officially opens for live, real-time registrations in the new .ME domain at 15:00UTC July 17, 2008. Companies, organizations and members of the public can now get a Web presence that is truly personal,...
WiZiQ ( http://www.wiziq.com ) today announcedthat it has expanded its popular onlinelearning platform with the launch of a new premium service which forthe first time gives teachers , tutors and other educators greater control over their virtual classrooms and enables moreeffective...
