Resources
BNET Resources
- sort by:
- Relevance
- Date
- Popularity
- The New Market Segmentation
- From the executive summary: ‘Today's consumer refuses almost completely to abide by segments that create homogeneous groups making market segmentation in the traditional way practically impossible. One central insight for the re-designing of market segmentation is the eclectic consumer, who will not miss anything, connects to different, even contradictory, motivations...
- White papers 2003-01-01
- Staying Power: Surviving The Limelight
- From the executive summary: ‘Using celebrities to promote consumer goods probably makes good business sense, especially when the endorsed products themselves are lacking in distinction. However, there are limits to this strategy. When a celebrity no longer appeals to the emotions, an individual's interest is lost. Unless new celebrities come...
- White papers 2004-06-21
- Newest Corporate Marketing Strategy: Leveraging the Power of Design
- Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
- White papers
- Luxury Pricing
- Although the luxury goods market is renowned for commanding lucrative margins, there are valid reasons for this. The innovation processes, the creativity, and long development stages some items go through has to bring a return on the initial investment to allow the creative process to continue. In order to create...
- White papers 2002-10-01
- Newest Corporate Marketing Strategy: Leveraging the Power of Design - Featured on Brandchannel.com Site
- Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
- White papers 2006-01-22
- Brand On The Horizon
- This article portrays the importance of innovation and value addition to the traditional products in the low-margin industry, the way Kellogg did. When one looks at the US cereal business, it does not take a lot of growth in that business to generate sizable profit and cash flow. So here...
- Case studies 2001-08-20
- Branding As The Foundation Of Sustainable Competitive Advantage
- Branding is identifying or creating, and then exploiting, sustainable competitive advantage. The general description of branding as "delivering all the promises and perceptions that the organization wants its constituents to hold", is widely accepted among those who teach and practice the art and science. Determining the sustainable competitive advantage is...
- White papers 2003-01-01
- The Trials and Triumphs of Naming
- Article talks about the impact of naming on the product. It encodes few examples of naming having both the negative and positives impact on the product. Few aspects of product creation show a greater impact on revenue growth and corporate culture than the naming process. A great name is that...
- White papers 2003-03-10
- 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
- All Sweeteners Are Not Equal
- Splenda is the brand name for sucrose. Over the last year, Splenda made one of the more dramatic leaps to the top of its segment of any consumer packaged good. Propelled by its taste, its reputation for healthfulness, its versatility and its association with thousands of products overtook long-time market-share...
- Case studies 2003-04-28
Additional Resources
- What's the Value of the Oldest Brand in American Banking? Chase and J.P. Morgan are About to Find Out
- Business Editors NEW YORK--BUSINESS WIRE--Sept. 14, 2000 (...but will they like the answer?) Branch offices and impressive headquarters aside, the real value of financial services companies resides in their brands, note brand value management experts at Interbrand - and now Chase is putting its own brand -...
- Research articles 2000-09-14
- Interbrand Insights, Aligning Your Organization And Your Brand For Performance
- As business and consumer markets become more competitive, and customers become more demanding, companies must work harder to secure the fundamental relationships that fuel their business growth. Building distinctive relationships with customers is what branding is about, whatever the market, whoever the client. Comprehending the article will inform you that...
- White papers 2001-03-01
- AOL, Yahoo, and Microsoft Spend Big On Ads To Reclaim Their Luster
- NEW YORK (AdAge.com) -- Facebook and Twitter get all the attention, but Yahoo, AOL and Microsoft, all onetime winners in their respective categories (portals, internet access, operating systems), are out to remind the world they're still the heavy-hitters on the web. For these brands, the...
- News items 2009-10-05
- Guests give out brownie points for rebranding: chains say return on branding efforts nothing to frown at
- A recent study of brand-promotion campaigns offers evidence that emphasis on branding or a rebranded image can pay off for businesses by influencing consumers' purchase decisions. Brands that scored highest in customer influence were those that had launched rebranding or brand-enhancement efforts, according to the Brand Marketers Report, which...
- Research articles 2007-03-26
- Lessons Learned From Global Brands
- The annual Best Global Brands ranking of brand value generates great interest and debate. A recurring question is whether being global affords a brand more benefits than being a geographically niche-focused one. As well, many brand owners are interested in the attributes shared by successful global brands. Interbrand's work with...
- White papers
- << Previous
- page 1 of 1
- Next >>
Content Types
Premier Vendor Content Whitepapers, webcasts & resources from our Power Center Sponsors
