Similar Search Results

Can Habitat and Chelsea score with their names?

In: Strategic Direction 21 (2005) 2, pp. 27-29

brands. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial … comments and places the articles in context. Findings – The days are long gone when brands were merely names given to products … their own particular, but all‐important, roles in today's businesses. Originality/value – To understand how brands become …

Persistent link: https://www.econbiz.de/10015009872

Branding not just a matter of luck

In: Strategic Direction 28 (2012) 9, pp. 9-11

Purpose – Reviews the latest management developments across the globe and pinpoints 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...

Persistent link: https://www.econbiz.de/10015010752

Loyalty and luxury brands

In: Strategic Direction 29 (2013) 2, pp. 31-33

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...

Persistent link: https://www.econbiz.de/10015010798

Rothmans sees market share slip

In: Strategic Direction 28 (2012) 2, pp. 19-21

performance with brands owned by market leader Imperial Tobacco Canada Ltd (ITL). Findings – Sometimes it is no fun at all being a …

Persistent link: https://www.econbiz.de/10015010686

Five secrets from the world’s best retailers

In: Strategic Direction 19 (2003) 3, pp. 26-28

Who are the world’s best retailers? How do you select them? And just what are the features of their business that make them so successful? For the purposes of this study the selection criteria are: sales volume, growth, number of stores, number of countries they are represented in, longevity,...

Persistent link: https://www.econbiz.de/10015009697

Three cheers for Coors Light

In: Strategic Direction 19 (2003) 3, pp. 20-22

Big is not necessarily always better – and that’s certainly true in the world of business. When global players largely dominate a particular market, there might seem little chance for the smaller guy to succeed. But sometimes a narrower focus can reap rich rewards. And doesn’t everyone...

Persistent link: https://www.econbiz.de/10015009695

Time to jump on the brandwagon?

In: Strategic Direction 18 (2002) 10, pp. 5-6

inquire as to what makes these brands so good and they will probably be able to list a few attributes. However, ask most …

Persistent link: https://www.econbiz.de/10015009619

Branding @ Lego, McDonald’s and JCB

In: Strategic Direction 18 (2002) 10, pp. 7-9

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.

Persistent link: https://www.econbiz.de/10015009620

Levi‐Strauss learns to listen to the consumer

In: Strategic Direction 18 (2002) 10, pp. 9-12

How do you turn a multi‐million dollar star brand into a shrinking business with $6 billion wiped off its value in approximately three years? Well, you can ignore the consumer for a start. As brand equity has emerged to become a business priority and marketing imperative; so too has the need to...

Persistent link: https://www.econbiz.de/10015009621

PepsiCo keeps the fizz in its brand equity

In: Strategic Direction 18 (2002) 10, pp. 15-17

achievement for any US organization considering the numerous brands that fail to penetrate the market of the world’s second most …

Persistent link: https://www.econbiz.de/10015009623

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