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BNET Business Dictionary
- Brand Building
- the establishment and improvement of a brand's identity, including giving the brand a set of values that the consumer wants, recognizes, identifies with, and trusts. Values developed in the process...
- Brand Building definition on BNET »
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- Roger Fishman: Reaching Consumers in the Digital World
- How do you help the corporation you work for foster new ideas? Quit. Roger Fishman worked some very big jobs at some very big companies before founding The Zizo Group. Now, he helps huge corporations such as Procter & Gamble be more agile and adaptive to consumers' needs in a...
- Videos 2007-10-25
Additional Resources
- The Internet as Integrator: Fast Brand Building in Slow-Growth Markets
- Article discusses that today, as most industries confront over-capacity and weakening demand in the face of an uncertain economic environment, the need for cost-effective brand building has never been greater. There are two ways to improve the ROI of brand marketing: Create more brand-building programs that are so differentiated and...
- White papers 2003-01-01
- Brands Matter: An Empirical Investigation Of Brand Building Activities And The Creation Of Shareholder Value
- In today's harsh economic climate, with zero-growth prospects and mounting cost pressures, the first budget cuts most likely come from allocations dedicated to brand building goals. A lingering, unanswered question seems partly to blame: do brand-building investments really pay off? Lacking conclusive evidence concerning branding and the bottom line, brand...
- White papers 2002-05-02
- Fast Brand Building in Slow-Growth Markets
- "Today, as most industries confront overcapacity and weakening demand in the face of an uncertain economic environment, the need for cost-effective brand building has never been greater. There are two ways to improve the ROI of brand marketing- Create more brand-building programs that are so differentiated and efficient that they...
- White papers 2003-01-01
- Great Brand Building Is Just A Touch Away
- The notion of building a more holistic relationship with customers through brands, will become the next great place for companies to focus on . Most companies do not think in terms of brand touchpoints. Thus, the challenge of coming up with a list of all the different ways in...
- White papers 2002-06-17
- Modelling Social Discourse as a Route to Internal Brand Building
- The study of internal brand building is eclectic and characterized by undefined competing vocabularies and perspectives. Taking a specific and traditional focus on communication the paper argues for a more unified theoretical and methodological analysis to understand internal brand building. It breaks with the typical concept of communication as the...
- White papers 2005-01-01
- Aligning Organizational Culture and Values in Support of Your Brand Building Efforts
- This article mainly emhasizes upon the efforts made to build the brand . Brand building success in the "next economy" focuses upon more about behavior than communications. It is necessary to tightly align internal culture and values that drive day-to-day behavior with the promises of the brand. This requires new...
- White papers 2001-01-01
- Editorial: Warning sign for brand ads.(Viewpoint)(Package-goods marketers have railed for more than a decade against the inefficiency of trade promotion and proselytized about the need to swing the balance more toward brand-building advertising)(Brief Art
- Package-goods marketers have railed for more than a decade against the inefficiency of trade promotion and proselytized about the need to swing the balance more toward brand-building advertising. But new survey data point the finger at advertising as Package-goods marketers have railed for more than a...
- Research articles 2003-03-31
- EXECS TOUT KEYS TO BRAND BUILDING.(Brand Building Strategies That Will Impact the Merchandising Sector in 2005)(Panel Discussion)
- Byline: Vicki M. Young NEW YORK -- Just making a sale isn't enough these days for retailers. More important is having a strong brand that lures back consumers. How successful companies accomplish this was a key point made...
- Research articles 2005-01-24
- A Brand Building Literature Review
- The central concern of brand building literature experienced a dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. Concerning the brand management process as related to the function of a brand as an identifier, the paper discusses...
- White papers 2005-02-22
- Is Advertising Effective In Brand Building?
- A brand is a set of promises delivered to a customer in the form of product attributes. It takes painstaking marketing effort over time to create a brand. Through intensive advertising over the years, a product is transformed into a brand when it develops certain hard-core associations with the target...
- White papers 2003-01-13
- Unilever Announces New Marketing Shared Services and Brand Building with Customer Organizations; Laura Klauberg and Lisa Klauser to Lead New Capability Designed to Build Excellence in Marketing
- ENGLEWOOD CLIFFS, N.J. -- Unilever United States today announced the creation of its new Marketing Services and Brand Building with Customer Organizations. Laura Klauberg, most recently head of global marketing for Unilever Cosmetics International has been named Vice President, Marketing Shared Services, and Lisa Klauser, currently Vice President Integrated Marketing...
- Research articles 2005-10-05
- Mobile Number Portability With Brand Building Could be Winning Combination for CEE Telecoms Players, Says IDC.
- M2 PRESSWIRE-20 April 2007-IDC: Mobile Number Portability With Brand Building Could be Winning Combination for CEE Telecoms Players, Says IDCC1994-2007 M2 COMMUNICATIONS LTD RDATE:20042007 PRAGUE - According to the latest study from IDC, operators large and small can use number portability...
- Research articles 2007-04-20
- O2 And Mobile Interactive Group Shortlisted At 2008 Mobile Marketing Awards; 'Best use of mobile in events' and 'Best use of mobile in brand building'.
- M2 PRESSWIRE-24 January 2008-Mobile Interactive Group: O2 And Mobile Interactive Group Shortlisted At 2008 Mobile Marketing Awards; 'Best use of mobile in events' and 'Best use of mobile in brand building'C1994-2008 M2 COMMUNICATIONS LTD RDATE:24012008 O2 and Mobile Interactive...
- Research articles 2008-01-24
- As Cingular Ads Parody, Not All Sponsorships Fit The Brand-Building Bill
- From the executive summary: 'In recent years, sponsorships have grown, manifolds, as a means to grow brand awareness. But it still underscores a very real challenge faced by executives-of devising sponsorship strategies that are on-target, cost effective and, perhaps most crucial, that do the job in supporting the organization's brand...
- White papers 2003-01-01
- Arnold Communications Tapped for Talbots Brand Building Project
- BOSTON--BUSINESS WIRE--Nov. 6, 1996-- Talbots, a retailer of women's and children's classic apparel, has teamed with Arnold Communications on a brand positioning project. Hired on a consulting basis, the agency will implement its Brand Essence process to help Talbots expand its position as a growing international retailer....
- Research articles 1996-11-06
- Why Good Brand Building Works
- Simply put, a person's "Brand" is all the ways people identify and relate to a person's business. It's also a promise about the quality and consistency of a person's products and services. A customer's long-term perception of how well a person fulfills this promise comes from their day-to-day interaction with...
- White papers 2003-11-26
- APPLE COMPUTER AND BBDO WEST CELEBRATE AD WORLD'S HIGHEST HONOR; Apple Computer Inducted Into American Marketing Association Hall of Fame For Brand Building Excellence
- NEW YORK--BUSINESS WIRE--June 8, 1995--In recognition of its consistent high level of successful and creative brand building, Apple Computer was inducted into the American Marketing Association's Hall of Fame at the 27th Annual EFFIE Awards Show in New York on June 7, 1995.The company was honored as a winner in...
- Research articles 1995-06-08
- Mirror Image Internet Selects Advertising and Pr Agencies for Brand-Building Campaigns
- Business/Technology Editors WOBURN, Mass.--BUSINESS WIRE--Aug. 7, 2000 -- Advertising Agency, Arnold Communications, and PR Firm, Greenough Communications Group, Engaged to Lead Communications Efforts -- Mirror Image Internet, an Xcelera.com Inc. (AMEX:XLA) subsidiary, today announced its selection of two Boston-based communications firms charged with leading global brand...
- Research articles 2000-08-07
- Strike Up The Brand: Branding And CRM Go Hand In Hand
- Though brand building has been around since the industrial revolution, translating brands to the digital world has not. The Web offers a new set of tools for branding but also requires new strategies to ensure brand consistency from medium to medium, and CRM has an important role to play in...
- White papers 2001-06-01
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