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- 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
- Branding in China: Strategies and Responses
- Chinese businesses are now focused on producing profit, not just output. And they are seeking innovative ways in business and branding to drive enhanced bottom lines. Based on the intense competition at home, and their now-enviable scale, Chinese brands will become more active in the global market. Once they gain...
- White papers
- In-Store Marketing in the Consumer Electronics Industry
- Consumer electronic companies have had no shortage of new product introductions. These new products are spurred from new or emerging technological advancements, improvements to existing technologies, or spin-offs from other brands, among others. In any of these cases, today's consumers are becoming more and more confused with all of the...
- White papers
- The True Role of Public Relations in Branding
- PR does not build the brand, but rather defends the brand's reputation. But one can go even further than this. To go back to the initial discussion of the media's tarnished objectivity: PR has a new hurdle to face in defending a company's reputation, and that is to actually deliver...
- White papers
- Emotional Branding in the Pharmaceutical Industry
- As opposed to the FMCG industry, the pharmaceutical industry has not been as efficient in leveraging the power of their brands. This is primarily because drugs have always competed against each other based on functional attributes clinical and product related features. However with patent expiry, this has become a difficult...
- White papers
- The Branding Lessons of Football
- It is no accident that big sports brands are highly sought after prizes for wealthy top businessmen. Who would have thought a few years ago that the top two English clubs would be owned by a Russian and an American. They don't just bring money they also bring business and...
- White papers
- The Solution to Brand Dilution
- In an increasingly competitive global marketplace, many companies are challenged to achieve expeditious growth. With stockholders demanding swift returns on their investment, many aggressive management teams bypass the long, slow path to growth and instead buy a smaller business that already has achieved success in their shared industry. And, while...
- White papers
- Decoding a Brand's DNA
- A brand refers to the tangible and intangible values of a product, service or place. On their own and in their generic forms; products, services, towns, regions and countries are similar to each other. In a blind test; a thirsty consumer may not be able to spot the difference between...
- White papers
- 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
- Bypass the Brain and Go Straight to the Heart: Connecting With Emotion Builds a Brand and Keeps It Vital
- In a surplus society full of competing products and services, how does one capture the attention of potential customers and make sure that they develop positive impressions of the brand? Lists of features and benefits alone are no longer enough to differentiate one's product or service, especially when one often...
- White papers
- Emotional Connection Key for Advertising Success in Banking Industry
- As part of an ongoing effort to monitor and understand trends in advertising, AcuPOLL Research, Inc. conducted a study comparing two recent nationally aired ads from the new Fidelity and Allianz campaigns. Both campaigns are clearly focused on the changing face of retirement; however, results show that they are very...
- White papers
- Luxury Brands & Celebrities: An Enduring Branding Romance
- Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. The reasons that these personalities are used in brand communications include making the brand's message stand out among the clutter of advertising from competitors and convincing customers of the credibility of the...
- White papers
- Brand Called You
- Every company has a reputation. Everyone that a person meets will form an opinion about the company, even if they have not done business with the person yet. The challenge is to manage one's reputation so that the opinion that people have of one is positive. This is what creates...
- White papers
- Fastest Growing Global Brand
- You could always Google it, but I'll make it easy for you: The world's fastest growing brand is Google. For one, it can't hurt to be listed in the Oxford English Dictionary as an official verb; the brand also benefits from a cadre of new web applications and acquisitions that...
- Blog posts 2007-08-27
- 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
- Issues in Brand Rejuvenation Strategies
- Brands have a life cycle which may consist of a number of phases including inception, growth, maturation, decline, revitalization, and retirement. Brand Rejuvenation is a process in which a brand on the verge of retirement is brought back to life to regain markets. Revitalizing a once-popular dormant brand can be...
- White papers 2006-01-12
- Branding in Canada : Issue 4 - The Canadian Brand Agenda
- Canada can give rise to brands that position themselves for success domestically and internationally. In so doing, these brands will help define the country itself by communicating Canadian uniqueness and value. This paper describes the Canadian Brand Agenda, a six-step plan for the country to be competitive and sophisticated in...
- White papers 2005-11-01
- The Strategy for Chinese Brands: Part 1 - The Perception Challenge
- Many external companies ponder the riches to be made in China. However, they must understand that there is increasing competition originating from within China itself. This paper examines this "Chinese Brand Strategy," current perception issues, lessons from the best global brands, and the impact of leading Chinese brands. It examine...
- White papers 2005-10-01
- Going Global: Global Branding - Risks and Rewards
- A recurring question is whether being global affords a brand more benefits than a geographically-focused one. Many brand owners are interested in the attributes shared by successful global brands. A global brand is one that is available in many nations and, though it may differ from country to country, the...
- White papers 2005-10-01
- Branding in Canada: Issue 3 - Can Canadian Brands Go Global?
- This paper looks at the disciplined practices of successful global brands and intersects those practices with Canadian brands that show global potential. According to the Interbrand Best Global Brands study, a global brand must achieve more than a third of its sales outside of its home country and have a...
- White papers 2005-07-01
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