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- The Death of the Marketing Plan : Why the Brand Equity Plan is in Your Future
- The article focuses on brand equity plans as these are the future for marketing strategies. Brand image is the unique brand personality that's perceived by the marketplace. Brand equity is the worth of that image and its strength, as judged by its ability to remain unaffected by temporary changes in...
- White papers 2003-01-01
Additional Resources
- Brand Asset Management: Your Brand Is Your Most Valuable Strategic Asset
- Brand Asset Management is considered by many as a classic work on how to strategically manage brands. It effectively communicates how to estimate the value of a brand, manage it as a strategic asset and leverage the asset to drive business strategy. This paper provides useful information based on an...
- White papers 2002-06-07
- Ogilvy & Mather Goes Live With Brand Asset Management Systems Created By Ancept and IBM
- Business Editors & Technology Writers NAB 2002 LAS VEGAS & MINNEAPOLIS--BUSINESS WIRE--April 9, 2002 Ogilvy & Mather Extends Brand Leadership Capability To Include Digital Brand Stewardship AdAge Agency of the Year, Ogilvy & Mather announced they have gone live with their brand asset management system....
- Research articles 2002-04-09
- Andersen and Artesia Technologies form alliance to streamline the brand asset management supply chain; Andersen's digital asset management solutions offer innovative methodologies gained from implementation of Artesia's TEAMS solution at General Motors.
- M2 PRESSWIRE-5 November 2001-ANDERSEN: Andersen and Artesia Technologies form alliance to streamline the brand asset management supply chain; Andersen's digital asset management solutions offer innovative methodologies gained from implementation of Artesia's TEAMS solution at General Motors C1994-2001 M2 COMMUNICATIONS LTD ...
- Research articles 2001-11-05
- "Using All the Tools In Your Toolbox : A Scorecard For Brand Asset Deployment
- The article explains the situation analysis where different assumption provide different conclusion, a brand performing below expectations is often approached from multiple directions, with marketing experts tugging and probing and prescribing, based on whatever portion of elephant anatomy is at hand. Like that legendary beast, a brand performing below expectations...
- White papers 2003-01-01
- Using All the Tools in Your Toolbox: A Scorecard for Brand Asset Deployment
- The ad agency detects an advertising problem; the brand manager's spreadsheet proves that retailers are at fault; the sales promotion agency knows it's a promotion problem; the packaging experts say a redesign will save the brand; the regional sales managers want an extra 5% for a new trade deal, and...
- White papers
- True Colors: Using Color To Build Your Brand
- From the executive summary: 'Some companies, organizations, and even people are so consistent and steadfast in their use of color, that they almost own that color in their minds. Some companies actually do own their colors. As marketers, one should know that color is an important brand asset. It helps...
- White papers 2004-08-03
- Samsonite Packs Its Brand Assets in a MediaBin
- Business Editors & Technology Writers ATLANTA--BUSINESS WIRE--Dec. 6, 2001 MediaBin Inc. today announced that Samsonite Corporation (Nasdaq:SAMC) has licensed the MediaBin 2.0 brand asset management platform to manage and deliver media content for its Web sites and retail partners. The Samsonite name is known worldwide, and the...
- Research articles 2001-12-06
- Web: Brand steroids.
- Byline: Sally Robertson May 22, 2006 (B&T Weekly - ABIX via COMTEX) -- A host of relatively new brands is penetrating the Australian market amazingly quickly. The internet age has helped launch the likes of Google, eBay and iPod into the forefront of...
- Research articles 2006-05-22
- Your Brand Is An Asset?: Show Me The Money
- Your brand is an asset and should be treated as such. If not, it may just be an expensive ego. Good brands are assets. According to international brand valuation by Interbrand, in 2008 the top 100 brands had values ranging from more than $66b (#1, Coke) to $3.33b (#100 Visa)....
- White papers 2009-04-02
- Merrill Lynch Investment Managers to Launch New Brand for Retail Asset Management Business in the U.S
- NEW YORK -- U.S. Retail Products to Be Offered Under "Princeton Portfolio Research & Management" Brand Merrill Lynch (NYSE: MER) announced today that its asset management subsidiary Merrill Lynch Investment Managers MLIM is launching a new brand for its retail asset management business in the U.S. Beginning in May...
- Research articles 2006-01-30
- Don't Let Your Brand Falter During A Recession
- The article emphasizes that brand equity has emerged over the past few years as a key strategic asset. CEOs in many industries now see their brands as a source of strategic control and a way to build stronger relationships with customers. These executives increasingly understand that brand equity has to...
- White papers 2003-01-01
- The Brand As An Asset — The Five Evolutionary Steps To Creating A Brand
- Many are trying to find out how a brand actually contributes to the bottom line performance of a company. In fact, the successful ones are actually creating a strategy for understanding, implementing and managing their brand as an asset. The idea of implementing a brand strategy is starting to infiltrate...
- White papers 2003-01-01
- Adequately Valuing A Brand: A Key Element For Food Processors
- In the food sector, everyone agrees that a brand, whether private or not, may be the most valuable asset for a company. However, that asset's worth may be difficult to establish due to its intangible nature. As a result, we have briefly summarized, from a recent case study, the steps...
- White papers 2004-08-24
- Aussies' Favorite Brands, From Google to Vegemite
- Australians Google any and everything. They're glued to their Nokias, chuck a chicken on the barbie, indulge with Tim Tams and everyone has the hots for Hugh. Breast cancer has the strongest pull on their heartstrings, while Apple and Wii keep Australians constantly amused. These are among the top brands...
- News items 2009-10-29
- Bank On The Brand
- The state-of-the-art in strategic management through the corporate brand sees financial services companies using their brand as the uniting symbol of their differentiated direction and values. For the leading practitioners who are already there, we foresee that the next stage will be for them to integrate brand values into their...
- White papers 2001-05-15
- Green Mountain Coffee Roasters Announces Asset Purchase Agreement for Acquisition of the Tully's Coffee Brand and Wholesale Business
- West Coast Acquisition to Accelerate GMCR's Geographic Expansion Plans Company Intends to Leverage Full Potential of Complementary Tully's brand to drive Keurig([R]) Single-Cup Brewing system penetration across North America WATERBURY, Vt. -- Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) announced today that the Company has executed an Asset...
- Research articles 2008-09-15
- Let's Polish Your Personal Brand
- Blogger Gill Corkindale says she laughed out loud the first time she heard the idea of creating a personal brand. She's not laughing now, and neither should you. In today's supercompetitive business environment it pays in cash and career advancement for you to self-promote...
- Blog posts 2008-03-06
- Brand Equity: Use It...Don't Lose It!
- People are willing to spend more for a brand due to the perception it creates. The brand may generate a perception of quality, exclusivity, value, or even a sense of community. The brand, its image, and its equity all allow the customer to perceive a promise of value, accept and...
- White papers 2002-08-20
- How To Optimize The Brand-Customer Relationship Across Multiple Contact Points
- The Martha Stewart brand, synonymous with the notion of raising the quality of living in and around the home, drives diverse and complimentary publishing, television, branded merchandise, and retail businesses. These businesses are diverse, but the Martha Stewart brand is the key asset optimizing the value of the franchise. Martha...
- White papers 2001-06-01
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