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- Corporate Branding: Making the Brand the Strategic ‘Driver' for the Entire Organization
- The concept of "brand" and the practice of "branding" have become two of the most misunderstood terms in today's business lexicon. A corporate branding strategy involves more than just leveraging the all-encompassing corporate name and what it stands for across a multitude of products and services. It requires a mindset...
- White papers 2003-01-01
- What You Need to Know About Branding
- Branding strategy enables your company to measure and change perception that affects buying decisions, employee morale, and investor confidence. Here are five things every manager needs to know about branding strategy. by Steve Tobak
- Blog posts 2008-10-09
- A Branding Strategy Horror Story
- In this morning's post "Branding Strategy = Marketing Boondoggle" I explained exactly that branding strategy is mostly an excuse to waste marketing money. To illustrate the point, here's a real-life horror story. In the late 90's, Ken Fitzpatrick, the CMO at Computer Associates, spent $100 million on...
- Blog posts 2008-10-14
- A Branding Strategy Horror Story
- A Branding Strategy Horror StoryRE: A Branding Strategy Horror StoryA smart reader just emailed me this reponse:I think you've confused strategic execution and strategic planning. Businesses should have a well-defined and understood strategy, generally the simpler the better, and you're right when you say corporate politics often prevents everyone aligning...
- Discussion threads 2008-10-14
Additional Resources
- Is Your Internet Co-Branding Strategy Off Track?
- There is no denying the benefits to be gained from a careful co-branding strategy. It is more likely that they are conducting a strategic partnership - a marketing approach with far different benefits than those of a co-branding campaign. This article provides five warning signs that co-branding campaign may be...
- White papers 2001-02-04
- Siemens to make stronger presence through branding strategy, BUSINESS TIMES
- Business Times Malaysia 08-30-2000 GERMAN technology giant Siemens AG is making a stronger presence in countries it is operating worldwide through a customer-oriented branding strategy. Siemens communications director (corporate brand &a Business Times Malaysia ...
- Research articles 2000-08-30
- Exploring The Moderators On The Branding Strategy-Financial Performance Relationship
- This paper explains the moderating roles that corporate reputation and business strategy have on the impact that a firm's branding strategy has on its financial performance. Drawing on the brand management, strategic management, and corporate reputation literatures, we investigate whether brand strategy has an impact on a firm's financial performance,...
- White papers 2006-05-25
- Understanding The Purpose Of A Corporate Branding Strategy
- In today's intensely competitive global business environment, achieving a unique position and sustainable competitive advantage is, increasingly, becoming tough and expensive for organizations. In such scenario, creating a corporate brand is an effective strategy for the corporations. It enables them to acquire an enhanced 'value' in the market. The paper...
- White papers 2004-04-12
- True Value unveils new branding strategy at Spring Market.(True Value Co marketing strategy)
- True Value Co. believes its members can capture a larger share of DIY project sales with the help of a new consumer branding strategy that was introduced at its Spring Market in Houston. A new tagline--"Start Right. Start Here."--will be incorporated into the company's marketing and...
- Research articles 2006-05-01
- Product, Services, And Branding Strategy
- This presentation explains product, services, and branding strategy.
- Presentations 2007-01-01
- LG Electronics to Refocus Its U.S. Distribution and Branding Strategy
- ENGLEWOOD CLIFFS, N.J.--BUSINESS WIRE--Sept. 30, 1996--LG Electronics Inc. today announced a refocusing of its U.S. consumer electronics branding strategy.
- Research articles 1996-09-30
- Blueprint Of An Online Branding Strategy
- In any branding strategy, the most important part is being visible in the target market. If you can put your brand forward in every possible occasion, this would definitely help you in brand promotion. A lot of marketers employ someone to talk about their brand in different forums, social networks...
- White papers 2008-01-01
- LAUREN FURNITURE DEBUT ADDS TO TIERED BRANDING STRATEGY.
- NEW YORK-With the debut this week of the Lauren furniture line at the market in High Point, N.C., Polo Ralph Lauren takes a big step forward with its tiered total home furnishings branding strategy. The Lauren line, an extensive collection of upholstered and case...
- Research articles 2003-03-31
- Endsleigh Insurance implements Message1 as cornerstone of new branding strategy.
- M2 PRESSWIRE-2 April 2002-Endsleigh Insurance: Endsleigh Insurance implements Message1 as cornerstone of new branding strategy C1994-2002 M2 COMMUNICATIONS LTD RDATE:02042002 * Customer awareness campaign through communication documents * Roll out across all core customer documents by September 02 ...
- Research articles 2002-04-02
- WRESTLING CHARACTERS FIT THE BRANDING STRATEGY.(USA Network: 25 Years)
- Byline: LEE HALL When World Wrestling Entertainment's "Monday Night Raw'' returns to USA Network in October after a five-year absence, it creates a tailor-made complement to the network's new "Characters Welcome'' branding strategy. "WWE as a franchise is really all about...
- Research articles 2005-06-27
- Emergis Launches New Branding Strategy for its Solutions.
- MONTREAL, QUEBEC, Sep 7, 2006 CCNMatthews via COMTEX -- Emergis Inc. (TSX:EME) today launched a new branding strategy in which all of Emergis' solutions have been renamed under two major brands: Assure and Assyst. These now reflect Emergis' value proposition delivered through the combination of proven...
- Research articles 2006-09-07
- What You Need to Know About Branding
- What You Need to Know About BrandingRE: What You Need to Know About BrandingCoke doesn't have much different with Pepsi. It wins at Branding. But consider about MS and other OS out there, there is a big different among them. So personally i think MS wins not in branding, but...
- Discussion threads 2008-10-09
- 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
- The Branding Power of Eco-Labels
- Earlier last month, Home Depot introduced a new "Eco Options" label meant to identify certain products as the environmentally responsible choice. Timberland, producer of footwear and apparel, has introduced a label that resembles the nutrition panel on U.S. food products -- except it displays information on products' environmental impact. What's...
- Blog posts 2007-05-03
- 10 Steps For Successful Corporate Branding
- From the executive summary: ‘Corporate branding is a potentially strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the untapped internal and external resources. A strong CEO and a dedicated management team are always seeking to raise their...
- White papers 2004-04-26
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