Branding

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Do-it-yourself brand creation

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What if user communities create their own brands?  That question is explored in an intriguing recent working paper by Johann Füller and Eric von Hippel, an open innovation expert at the MIT Sloan School of Management.

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Rethinking Consumer Boycotts

Last September, executives from Arla Foods amba, the Danish dairy giant, probably paid scant attention to a series of caricatures of the prophet Muhammad in the Danish newspaper Morgenavisen Jyllands-Posten. Six months later, they learned a hard lesson about religion and commerce.

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So You Think You Know Your Brand?

Are you battling imports and losing market share? Has your product become an “unplanned commodity” as your sales negotiations with customers more and more revolve around price rather than value? Is your marketing team launching new products that support your brand and differentiate your company in the marketplace? Do you

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Choosing the Right Green-Marketing Strategy

Green marketing hasn’t fulfilled its initial promise, but companies can be more effective with it if they realize that a one-size-fits-all strategy doesn’t exist. Consumers swear that they want green products, but in checkout aisles, most revert to more common requirements — convenience, availability, price, quality and performance. The authors show how companies today can choose among several different green strategies targeted to specific customer segments.

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Don’t Be Unique, Be Better

Even the best companies let their customers down sometimes, and many disappoint frequently. The authors lay much of the blame for this on companies’ obsession with uniqueness and differentiation. According to their analysis, companies are too quick to dismiss “category benefits” as a source of advantage. They explain why companies such as Toyota, Cemex, Orange, Medtronic and Sony are successful because they are simply better at offering what customers really want.

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Brand Equity Dilution

As more and more firms realize that the brand names associated with their products or services are among their most valuable assets, creating, maintaining and enhancing the strength of those brands has become a management imperative.

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The Power of the Branded Differentiator

At a time when competitive factors have weakened the power of many storied brands, companies can regain an advantage by acquiring or developing a branded feature, service, program or ingredient. As examples, the author cites Westin Hotels, Krispy Kreme, UPS Supply Chain Solutions and many others.

Showing 21-40 of 53