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- 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
- Can Branding Save The World?
- Researches indicate that a company's commitment to causes that appeal to both consumers and employees can increase the number of consumers and improve the employee's performance. The strategy of ‘cause related marketing' can be applied for increasing the profitability of organizations. The paper elucidates that a company should be committed...
- White papers 2002-04-08
- 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
- The "Name Game" Survey
- In July Interbrand's first annual "Name Game " survey was conducted to find out what trends marketers see for brand names in this post 9/11, ethically-challenged business environment. In short, they said, names will get real, but naming will get tougher. The survey showed one that marketers understand their customers,...
- White papers 2002-09-01
- 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
- Is Your Brand A Nuisance?
- Contemporary marketing has been based giving the customer more and more choices. By the early 1970s, with marketers desperate for their brands to stand out amid more choices, the concept of "positioning" rippled through the marketing world. Positioning focused on differentiating a product from its competition, and success came to...
- White papers 2000-08-21
- Ambush Marketing Steals the Show
- Competition is heating up as sponsoring brands of the World Cup and other global sporting events struggling with ambush marketing. The article claims that ambush, or guerilla, marketing is as undeniably effective as it is damaging, attracting consumers at the expense of competitors, all the while undermining an event's integrity...
- White papers 2002-05-27
- Strategic Design Planning: The Future Of Brand Management
- A brand is the assortment of unique attributes and values of a particular product or service that differentiates it from other products or services. The process of branding gives a distinct identity to a product, service, or an organization. Painstaking marketing effort over time is required to cultivate and nurture...
- White papers 2004-05-24
- The Evolution Of Private Label Branding
- From the executive summary: ‘In recent years, retailers have been liberating themselves from the traditional definition of private label marketing as being the poor relative of national brand consumer goods, and, in doing so, opening up huge opportunities for private label branding. These opportunities require the adoption of a different...
- White papers 2003-01-01
- Integrated Brand Communications
- Integrated Marketing Communication IMC is the judicious and efficient use of the product promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. A brand is an assortment of unique values and attributes that a particular product or service promises to deliver to...
- White papers 2003-01-01
Additional Resources
- Xerox and Interbrand Unveil Sweeping Changes to Xerox Identity
- NORWALK, Conn. & NEW YORK -- Xerox Corporation (NYSE:XRX) and its branding agency partner, Interbrand, today unveiled the first major rebranding of Xerox in more than 40 years. Today's introduction is the culmination of nearly two years of global research and will be a cornerstone of Xerox's marketing campaigns.
- Research articles 2008-01-07
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