A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data...

Over the years, numerous brands--such as Oldsmobile, Pan Am, and Woolworth--have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even...

Pricing is a key element of the marketing strategy. It does not require significant investments or resources, and is perhaps the most accessible lever to manage profitability. Even minor fluctuations in pricing can have a significant impact on both revenues and profitability. As such, lack of...

The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However, social media can drastically...