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- Brand Value Reporting in the Insurance Sector
- The article portrays the fact that in the current high tech climate, global insurers are constantly striving to manage the balance between performance and size. In the ongoing drive for volume achieved by acquisition and more competitive pricing, and value realized through better management of assets and improved organizational synergies,...
- White papers 2000-10-01
- The Increasing Importance Of Branding
- The article asserts that brands have gradually been moving up the corporate agenda and today play a major role in the life of most successful companies. The financial role of brands has increasingly been recognized and accounting standards and tax legislation have been introduced that begin to recognize their growing...
- White papers 2003-06-01
- The Hidden Value In Brands
- Brand values are playing a key role within the corporate arena. Nurtured and managed correctly brands are valuable assets that need to be recognized by business, investors, financiers, and government. Analysts are starting to bypass the balance sheet as a means of assessing value, particularly when vital assets, such as...
- White papers 2000-12-01
- Brand Value Management - The Achilles Heel Of Many Risk Management
- A brand incorporates both the visual identity that is used to differentiate the offering of one supplier from another and the values and attributes that consumers attach to that identity. The former can include name, logo, design, and strap-line and packaging, most of which can be protected by law. However,...
- White papers 2001-03-01
Additional Resources
- 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
- Why Starbucks Is the Top Brand on Facebook
- Starbucks has been racking up accolades in the digital and social media space. As of July 23, the coffee chain surpassed Coca-Cola as the most popular brand on Facebook, with more than 3.6 million fans, per InsideFacebook.com, an independent blog that tracks the social networking site's developments. It was also...
- News items 2009-08-12
- Brand Management: Brand Equity
- A brand is the symbol, logo, design, or the name that is the unique identity of a particular product or service and differentiates it from the competitor's offerings. Intense promotional and marketing effort over time is required to build and establish a brand. Brand equity is the advantage that the...
- Presentations 2003-01-01
- Kiss Your Brand Goodbye
- Kiss Your Brand GoodbyeRE: Kiss Your Brand GoodbyeThere's a clear change on the ways customers see brand nowadays, but saying that branding is an old concept overcome by "moments" is completely misleading.There are some good points here, as being careful for your communication to not become noisy; also that brand...
- Discussion threads 2008-09-16
- What Killed GM? Brand Marketing.
- Conventional wisdom is that bad management is responsible for the impending death of this once-great American corporation. But that's too simplistic an explanation. While GM's management is ultimately responsible, the real culprit was brand marketing -- not the marketers themselves, some of whom are no doubt...
- Blog posts 2009-03-31
- Ready For the Next Move? Understanding a Brand's Potential Requires a New Set of Metrics
- The article starts with the real-life examples of American Express, TotalFina and Kmart. Each of these moves clearly raises high-level strategic issues for the companies involved. But in a world where brand strategy can no longer be separated from business strategy, key brand issues must also be addressed. A formal...
- White papers 2000-01-01
- Brand Resilience
- Resilience is one of the most important traits a successful human can have. It can also work for business brands, argue Booz Allen Hamilton consultants Nikhil Bahadur and John Jullens in strategy+business more or less a Booz house organ. In New Life for Tired Brands, they start with a mini-study...
- Blog posts 2008-07-14
- Book Excerpt: Projecting Your Personal Brand
- Below is an excerpt from my forthcoming book My Start-Up Life (comes out May 18). This is a "Brainstorm" about creating and projecting a personal brand. Pre-order the book on Amazon today!Like companies, you are projecting a brand right now. Each of us is CEO of Me, Inc. The question...
- Blog posts 2007-05-16
- brands - brand extension and stretching
- The article is about Brand extension and brand stretching. Marketers have long recognised that strong brand names that deliver higher sales and profits (i.e. those that have brand equity) have the potential to work their magic on other products. The two options for doing this are usually called...
- White papers 2003-01-01
- 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
- Brand Extensions
- This article mainly discusses Brand Extensions. Brand extensions have many benefits. First, they let a marketer take a well-known brand with well-known quality perceptions and associations and put it on a brand in a new category. Second, consumers who favorably evaluate a parent brand are more willing to try to...
- White papers 2003-01-01
- Brand Strategy = Marketing Boondoggle
- Brand Strategy = Marketing BoondoggleRE: Brand Strategy = Marketing BoondoggleQUOTE: It goes way beyond marketing, PR, ad campaigns, and websites.First of all, Steve, love your writing. Great stuff. Really insightful.I understand and tried to reflect in the post that you were referring to larger issues than traditional marketing...
- Discussion threads 2008-10-14
- Want to Sell Less? Pitch Your Brand!
- Every company has a story. In that story, the hero -- your company -- overcomes enormous odds, grows larger, helps more customers, and achieves a valued market position. That story is a huge part of your "brand image," so telling it with excitement and enthusiasm is a fabulous way to...
- Blog posts 2009-04-07
- What's In A Brand? AOL Becomes "Aol."
- One wonders how much the branding consultancy Wolff Olins was paid to help create America Online's new "brand identity." Over the weekend the about-to-be-independent company revealed its new brand and brand philosophy. The major change so far is the move from uppercase to lowercase letters: from "AOL" to "Aol." Here's...
- News items 2009-11-23
- 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
- Relationship Branding: Fulfilling the Promise of a Brand
- A brand is a promise, an expectation waiting to be fulfilled. But the promise of the brand isn't always fulfilled the moment the product is purchased; fulfillment of the promise can take time. Customers are savvier and have greater expectations these days, more so than in any other place and...
- White papers 2003-01-01
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