Similar Search Results

Luxury branding on the Internet: lost opportunity or impossibility?

Dall’Olmo Riley, Francesca; Lacroix, Caroline - In: Marketing Intelligence & Planning 21 (2003) 2, pp. 96-104

managers’ attitudes towards the use of the Internet to promote their brands and also assess consumers’ opinions and behaviour …

Persistent link: https://www.econbiz.de/10014945860

Branding and the Rise of the Generic Drug

Blackett, Tom - In: Marketing Intelligence & Planning 10 (1992) 9, pp. 21-24

Attempts to describe some of the forces which, from a marketing perspective, drive and shape the pharmaceutical industry. The industry is of massive importance to the UK economy and rarely a day goes by without mention in the press of the activities of the leading manufacturers – Glaxo,...

Persistent link: https://www.econbiz.de/10014946405

Brand strategy needs turning back to front

van Mesdag, Martin - In: Marketing Intelligence & Planning 15 (1997) 3, pp. 157-159

Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of...

Persistent link: https://www.econbiz.de/10014946577

Brand naming in China: a linguistic approach

Chan, Allan K.K.; Yuan Huang, Yue - In: Marketing Intelligence & Planning 15 (1997) 5, pp. 227-234

. Analyses over 500 brand names of Chinese award‐winning products. Generalizes the characteristics of Chinese brand naming and … generate a good Chinese brand name in their culture and international marketers to properly localize an international brand in … Chinese words in order to enhance business success in the Chinese market. …

Persistent link: https://www.econbiz.de/10014946581

RESEARCHING BRAND NAMES

Blackett, Tom - In: Marketing Intelligence & Planning 6 (1988) 3, pp. 5-8

The name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand delivers. In view of this, it seems ironic that the name is frequently the one element of the brand which, prior to...

Persistent link: https://www.econbiz.de/10014946773

BRANDING

Murphy, John - In: Marketing Intelligence & Planning 6 (1988) 4, pp. 4-8

Brands are important and valuable assets which are frequently underacknowledged and misunderstood. The processes of new‐brand development and of brand management are similarly mysterious. This is not to say that certain important components of the branding process — for example, design,...

Persistent link: https://www.econbiz.de/10014946778

Brands and Eastern Europe

Blackett, Tom - In: Marketing Intelligence & Planning 9 (1991) 7, pp. 4-8

Recent moves to democratisation of Eastern Europe, and aspirations to western lifestyles, do not guarantee easy penetration of western branded consumer goods. There is demand mainly for conspicuous tokens of capitalism (Levi′s, BMWs, Adidas). Barriers to developing markets for faster‐moving...

Persistent link: https://www.econbiz.de/10014946867

Principles for brand naming in Chinese: the case of drinks

Chan, Allan K.K.; Huang, Yue‐Yuan - In: Marketing Intelligence & Planning 19 (2001) 5, pp. 309-318

This is the third of a series of studies on Chinese brand naming using content analysis from a linguistic perspective …. The first study generalized the principles guiding Chinese brands in terms of syllable pattern, tone pattern, compounding … constructed. Finds that the brand naming patterns of the three drinks are basically in agreement with the general Chinese branding …

Persistent link: https://www.econbiz.de/10014946897

Advertising implications and design of messages

D'Souza, Clare; Tay, Richard - In: Marketing Intelligence & Planning 34 (2016) 4, pp. 504-522

Purpose – The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising. Design/methodology/approach – The advertisement uses visual imagery and imagery methods to examine key message characteristics....

Persistent link: https://www.econbiz.de/10014947090

The impact of customer‐company identification on consumer reactions to new corporate initiatives

Ashraf, Rohail; Merunka, Dwight - In: Marketing Intelligence & Planning 31 (2013) 5, pp. 489-507

mediating consequences of CCI (commitment to the company and feeling of belonging to an in‐group) on consumers’ responses to … and in‐groups of consumers, as a result of CCI. It explains both positive and negative consumer reactions, an insight …

Persistent link: https://www.econbiz.de/10014947137