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marketing and interbrand

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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...; Tags: Marketing Strategy, Interbrand, Brandchannel.com, Marketing Research, Leadership, Strategy, Marketing, Management; 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...; Tags: Marketing, Brand Rejuvenation, Interbrand, Brand, Strategy, Branding; 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...; Tags: Marketing, Branding, Canada, Interbrand, Brand; 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...; Tags: Marketing, Branding, Interbrand, Brand, China, Strategy; 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...; Tags: Brand, Interbrand, Branding, Marketing; 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...; Tags: Brand, Marketing, Branding, Interbrand; White papers 2005-07-01
The marketing challenge: Rita Clifton, chairman of Interbrand is impressed with Marketing as Strategy's contribution to the 'whither marketing' debate but isn't convinced that some marketers will be able to take up Kumar's challenge: Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling] Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling]; Tags: Harvard Business School Press, Interbrand, marketing, strategy; Research articles 2004-07-01
Integrated Brand Communications - A Powerful New Paradigm: The paper outlines that Integrated Brand Communications IBC is a holistic communications strategy that integrates all communications activities - such as public relations, advertising, investor relations, interactive or internal communications - to manage the company's most precious asset - its brand. Since Integrated Brand Communications flows from Brand Value Management,...; Tags: Marketing, Branding, Interbrand, Brand; White papers 2004-08-01
Setting The Brand To Music: From the executive summary: ‘As music is increasingly digitized and democratized, the old structure associating music and branding is crumbling, being replaced and opening up the marketing charms of music to a whole new roster of players. A growing number of brands that started out with no connection to music...; Tags: Marketing, Branding, Music, Interbrand, Brand; White papers 2004-06-14
The Four Lessons: Launching A Corporate Brand Internally: From the executive summary: ‘Researches indicate that most products and services today have been commoditized. There is minimal differentiation. Customer experiences now define the brand. Great brands are the result of great common consistent customer experiences. Customer experiences are the next battlefield for differentiation. Thus, the people can help companies...; Tags: Marketing, Branding, Interbrand, Brand; White papers 2004-06-01
Branding in Canada: Differentiating for Greater Performance: Branding that offers competitive advantage is not just about a logo, a tagline or a short-lived advertising campaign. World-class companies that truly understand the economic power of brands use brand as the central organizing principle for the organization's mission, strategy and tactics. Brand becomes critical to company direction giving guidance...; Tags: Brand, Performance, Interbrand, Branding, Marketing; White papers 2004-06-01
Branding in Canada: Issue 2 - Differentiating for Greater Performance: Branding that offers competitive advantage is not just about a logo, a tagline or a short-lived advertising campaign. World-class companies that truly understand the economic power of brands use brand as the central organizing principle for the organization's mission, strategy and tactics. Brand becomes critical to company direction giving guidance...; Tags: Marketing, Branding, Interbrand, Performance, Brand; White papers 2004-06-01
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...; Tags: Brand, Interbrand, Brand Management, Branding, Marketing Research, Marketing; White papers 2004-05-24
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...; Tags: Marketing, Branding, Interbrand; White papers 2004-04-26
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...; Tags: Marketing, Management, Branding, Interbrand, Strategy; White papers 2004-04-12
Brand Valuation: A Chapter From Brands And Branding: Today it is possible to argue that, in general, the majority of business value is derived from intangibles. Management attention to these assets has certainly increased substantially. The brand is a special intangible that in many businesses is the most important asset. This is because of the economic impact that...; Tags: Brand, Interbrand, Branding, Marketing; White papers 2004-04-01
What Is a Brand: A Chapter From Brands and Branding: This article develops the use of the word brand, both passive and active albeit in human consciousness rather than on the flank of an animal, and explain how branding has become so important to business strategy. But prior to this the paper provides a brief history relating to what the...; Tags: Interbrand, Branding, Marketing, Brand; White papers 2004-04-01
Sell-Lebrity: Products Get Star Treatment: From the executive summary: 'The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not...; Tags: Brand, Interbrand, Downside, Branding, Marketing; White papers 2004-03-29
It Takes A Village To Build A Brand: Brands are creative entities that help in sustaining a product or service over time. Organizations are realizing the fact that brands are built by visionary leaders and loyal customers and not by mechanical systems and tools. Branding is a people-intensive exercise. The human dynamics and interactions count in building successful...; Tags: Brand, Interbrand, Branding, Marketing; White papers 2004-03-01
Branding in Canada: Where Are the Great Canadian Brands?: Canadian brands are consistently absent from the global stage. No one has the monopoly on the practices that contribute to a great brand. Canadian brands can be successful at home and internationally. Canada is definitely unique but there are some interesting practices from our neighbors. American brands lead through a...; Tags: Marketing, Branding, Interbrand, Brand; White papers 2004-03-01