When branding gets personal
Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – While branding, in all its varied manifestations, is a tool with which to strengthen the organization's positioning in the market there is a danger in creating a brand which not only fails in that aim but does real damage. Companies' attempts to eliminate or weaken low‐cost rivals by launching a “fighter brand” have led to success for some, but a trail of wreckage for others. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – This briefing provides insights on the cultural environment and changes that need to occur to implement innovation planning methods within large enterprises. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
Year of publication: |
2010
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Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 26.2010, 4, p. 28-31
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand awareness | Brand management | Brand equity | Brands | Consumer behavior | Communication | Competitive strategy | Organizations | Product development | Retailing |
Saved in:
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