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- brand strategy Management Focussing Customers: The Strategic Use of Sport Sponsorship in Service Industry
- Sponsorship is getting a major contributor to the achievement of corporate strategic goals and marketers are progressively acknowledging in it not only new communication elements but also an outperformance if compared with advertisement or other traditional marketing practices due to factors as legal constraints for polemical products, clutter, zapping in...
- White papers 2006-06-26
- brand strategy and Integrated Marketing Communication (IMC)
- By reviewing internal corporate documents publicly accessible through Canadian court proceedings, complemented by interviews of advertising practitioners and an assessment of deposition and trial testimony transcripts, the authors provide a case study of how Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer, effectively employed three critical Integrated Marketing...
- White papers 2006-03-07
- Branding From the Inside Out: How to Approach brand strategy, Brand Measurement and the Management of Brands as Assets
- A brand is not a by-product, ad campaign, logo, or slogan. It is a differentiating identity and the most important reason for employees, investors and customers to want to do business with you. In a real sense, it is a firm's most important asset. Increasing the appeal and value of...
- White papers 2005-12-01
- 7 Secrets to Branding in the Nonprofit Organization
- This whitepaper will show a person how his or her organization can attract and retain more donors or members, build a better relationship with supporters, encourage greater and more loyal giving, recruit more volunteers, establish greater trust in the organization, and stand out from the competition. The best, first step...
- White papers 2005-11-19
- brand strategy + Design: The Accelerating Importance of Design in Creating Compelling Appeal & Differentiation
- There is a continuing shift in brand-building and business economics that challenge long-held beliefs about the preeminent power of market share, distribution ubiquity, name recognition, and the value of broad-channel marketing. The face of marketing is changing; and product design and merchandising are quickly becoming cornerstones to success' especially in...
- White papers 2005-11-21
- Transforming brand strategy To Product Design
- Strategic management of product design is a crucial issue with respect to brand recognition and differentiation. The key question to consider is: How may companies' transform their strategic intentions to product design. To approach this question, a qualitative case study approach was used. The case studies of Volvo passenger cars...
- White papers 2005-06-12
- brand strategy: Disciplined Process or PR Makeover?
- What constitutes a brand strategy? Organizations often undertake a “branding” process yet the net outcome closely resembles a public relations face-lift. Why does this occur? One possibility might be the framework that guides your process. Another may simply be the viewpoint of the agency or consultant you employ. In any...
- White papers 2005-04-11
- brand strategy in the Clothing and Textile Market
- The brand is a strategic resource of every firm. Possessing a brand, and knowing how to keep it and manage it well, are becoming keys to reaching success in the market, a source of competitive advantage. The aim of this paper is to show that a properly used brand strategy...
- White papers 2005-01-01
- Rethinking brand strategy: A "Mindshare" Manifesto
- Throughout the industrialized world, there is a growing glut of products and services - including, in the United States alone, a staggering number of mutual funds and varieties of what was once a niche-market hot sauce. That glut has been exacerbated by the Internet, where countless new companies are doing...
- White papers 2004-10-01
- Infusing Business and Brand Strategies Into Account Planning
- Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies' recognition that effective advertising demands the influence of consumer insights, competitive intelligence, and trends analysis. Yet, as necessary as the account planner's strategic input is...
- White papers 2003-12-01
- Peeling Back the Global Brand
- This article is about the brand management that helps to manage the brand according to the consumers point of view. The persuasive elements that constitute the brand offer are not inseparable, and different elements drive brand perception for different consumer groups. These elements must be agreed upon,...
- White papers 2003-06-16
- Communicating for a Competitive Advantage: The TELUS Case Study
- The subject of this article is Communicating for a Competitive Advantage, and it will be focusing on the story of TELUS, one of Canada's largest telecommunications companies. It'll begin by providing the background on the market environment they were working in, and on the brand strategy and communications plan...
- White papers 2003-01-01
- Deconstructing Automobile Messaging: Clues to brand strategy
- This paper looks at the messages conveyed by six different automobile models in order to identify the type of strategy adopted by each model. Through sampling of messages the research created 150 different elements, edited into short declarative statements. These elements were combined into new and unique combinations, exposed to...
- White papers 2002-08-21
- Strategic Chronicle - Issue No. 1
- This chronicle includes five articles namely: New Thinking About the Value of Strategy, Why Do We Need a Brand Strategy? The State as a Brand, The Theory of Branding and A Dracula Theme Park. One of the articles rationalizes the need of Brand Strategy. If the Brand is the central...
- White papers 2001-12-01
- Shareholder-Value-Based Brand Strategies
- From the executive summary: 'The paper argues that having strong brands which consumers value is not enough. Whether strong brands create value for shareholders depends upon the economics of the markets in which they operate and the strategies managers pursue. By underestimating shareholder value dynamics, marketing managers risk misallocating resources...
- White papers 2001-01-01
- Effective Branding and e-Strategies: Creating a Strong Online brand strategy Is Essential for Today's Healthcare Organizations
- Consumer and service-oriented companies have long been aware of the value of branding. Those with strong brands enjoy heightened success, something that hospitals and other healthcare organizations are beginning to realize, as exhibited by steady increases in expenditures earmarked for brand-building efforts. This article makes the case for why creating...
- White papers 2001-11-01
- Branding: A Key Strategy In The Age Of Parity
- Article explains that a brand strategy is the core of all sales efforts, customer service and corporate communications. It sets the tone for internal and external interactions at every level. Every company, even a startup, should have a brand strategy in place before initiating a marketing program. Read more about...
- White papers 2003-01-01
Additional Resources
- 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
- Will Sears Be More Like Target Than Kmart?
- Kmart blew a golden opportunity even though the retailer had the Martha Stewart Everyday collection as a key element in its business and brand strategy. Kmart only thought of Martha Stewart as access to branded products to round out their offering. Two strategic brand opportunities to drive value cannot be...
- White papers 2003-01-01
- From Branding To Strategy
- A brand is the peculiar association that is developed among the target audience regarding a particular product or service. This association arises from the product or service attributes that differentiate that particular product or service from others. Brand management is the strategy of carefully cultivating and nurturing a brand. Efficient...
- White papers 2003-01-01
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