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- Two Keys to Brand Power-Developing Brand Identity and Brand Personality
- This article mainly emphasizes upon the Two Keys to Brand Power. The two of the key drivers to building brand strength are creating a distinct brand identity and developing a unique brand personality. Brand identity, for example, is often used in a limited, graphic-centric manner or used interchangeably with brand...
- White papers 2003-01-01
- Brand Personality Creation Through Advertising
- Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper the author explores the mechanism...
- White papers 2001-02-02
Additional Resources
- Brand Personality - The Relationship Basis Model
- Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor, a...
- White papers 2003-01-01
- Creating And Living Your Association's Brand
- From the executive summary: ‘Brand identity includes logos, positioning, and brand personality. A good brand name gives a favorable first impression and evokes positive thoughts and images with the brand. A company's positioning statement tells, in one sentence, what business the association is in, what benefits it provides, and why...
- White papers 2001-03-01
- Spice Up Your Brand
- Brands are about creating loyal, long-term relationships that are bankable winners for companies. They stay on top of trends, integrate them in their long-term brand personality, and use them to update that personality as well. However, short-term branding may well be the blueprint to keep brand exciting, germane, and fresh,...
- White papers 2003-03-25
- 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
- De-Mystifying Brand Personality
- The struggle of every brand is the urgent need to connect with targeted customers. In a noisy and crowded marketplace - one with competing images, promotions, and messages - how do great brands break through and create powerful differentiation and real preference? Like courtship in a crowded room, brands have...
- White papers 2003-10-17
- Brand Processes, Not People
- You brand the process. You never brand the person. Branding people offends their humanity. Nobody wants to become like the brands they purchase. What a loss of power. "Nobody's going to turn me in to a robot." And yet - there is no escaping it. To have a strong brand...
- White papers 2003-01-01
- CARMAX'S LATEST TV ADS PUT A `FACE' ON ITS BRAND: USED-CAR CHAINFOCUSES ON PEOPLE AND ITS STORES.
- CarMax wants to put more personality behind its brand in new commercials that started airing regionally last week. CarMax wants to put more personality behind its brand in new commercials that started airing regionally last week.
- Research articles 1998-10-26
- Net Enlists Stars to Refresh Brand; New Look, Celeb Series Part of Travel's Personality Push.(TV Currents)
- Byline: James Hibberd Travel Channel is going to Hollywood. The Discovery Networks-owned network has lined up a trio of celebrity-fronted new series as part of a push to transform its image into a more personality-driven brand. The channel has...
- Research articles 2006-04-03
- Putting One Brand To Work
- Putting one brand to work will reap many benefits that we will discuss later. But before one can begin to make a brand work effectively, one must know what a brand currently means to customers and prospects. This can be very different than what one think a brand means or...
- White papers 2001-09-01
- Who Owns Your Brand?
- Customer ownership is key to building a lasting and profitable relationship. Having a human element to the brand is important, and goes beyond having a human face for a brand logo or personality. This is explained in the article with the example of Rowan Yarn. By creating a sense of...
- White papers 2003-05-13
- The Impact Of Discounting On Brand Equity
- Price discounting effect on brand equity has kept an increasingly heated debate boiling: advertisers vs. agencies, advertising agencies vs. promotion agencies, sales managers vs. marketing managers, manufacturers vs. retailers. Brand image is its personality, its promise to prospective customers. Brand equity is the worth of that image and its strength...
- White papers 2003-01-01
- How a Brand Dies
- For every right thing a brand can do, it can also take as many actions that simply don't contribute anything worthwhile to a brand's presence, personality, strength and, ultimately, its sales. To better manage your brand's fate there is a checklist for anyone managing, or affecting, the building of a...
- White papers 2003-01-01
- Packaging Your Brand's Personality
- The paper outlines that packaging and branding are different things. Packaging is only one expression of the brand. In many product categories, it is a very important element and may even be the primary way people interact with the brand. One should always start with a compelling brand definition, one...
- White papers 2005-10-03
- Lowe Brand Likely to Be Erased in U.S. Following Merger With Deutsch
- NEW YORK (AdAge.com) -- Interpublic Group of Cos. is about to pull the trigger on a merger of its agencies Lowe Worldwide and Deutsch that will do away with the Lowe brand in the U.S., according to people familiar with the matter. Mr. Wnek and representatives for Interpublic and the...
- News items 2009-10-15
- Aligning Brand Equity To Drive Business Value
- Most companies today, focus on the brand's personality elements and key associations for comparative purposes. The less tangible elements provide comparative measurements to track the progress of variety of brand-building efforts. It is important to know the market value of a brand, but it is equally important to know the...
- White papers 2003-01-01
- What Does Your Company Stand For?
- Business gets easier when you have a recognisable brand. Think about BMW or Coca-Cola, for example. All you need to do is mention the names and millions of people throughout the world have an immediate perception and expectation of what that company stands for. There's an emotional connection between the...
- White papers
- Building a Lifestyle Brand
- Building a Lifestyle BrandWhich is it?In the video, he says that SuicideGirls.com gets 1,000,000 unique visitors every WEEK. In the text above as I write this, it says "Suicide Girls.com gets one million unique users every MONTH". Kind of a big difference, methinks.RE: Building a Lifestyle Brandsuicide girls...
- Discussion threads 2007-11-20
- Can A Sports Club Be A Brand?
- Brands are about ideas and strong brands have a clear point of view when they represent commercial potential. Commercial directors now recognize that their ‘product' has everything that a consumer brand manager would give their right arm for strong emotional associations such as passion, personality, and a core customer base...
- White papers 2002-04-01
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