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authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity … requires brand managers to downplay their overt marketing prowess and instead locate their brands within communities and sub … implications – Brand managers must open up their brands to members of a community, downplay their overt marketing prowess, and …
Persistent link: https://www.econbiz.de/10014895887
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/10015009976
House, looking at his work with the restaurant chain Wagamama. Findings – Glyn House answers questions about brand image …
Persistent link: https://www.econbiz.de/10014752222
different “levels” of product quality apart by different brand labels contrasting with one company that decided to make it all … one name. Findings – Companies often worry more about generating a well‐known brand than about what the brand means to …. Originality/value – Names matter beyond simplistic managerial thinking of brand name awareness.  …
Persistent link: https://www.econbiz.de/10014896017
Recent advertisements for a hair care product feature a simpering model saying: “Because I’m worth it”. They reveal a simple truth about the way advertising works and the choices many people make when buying consumer goods. Consumers tend to prefer brands which are compatible with the way...
Persistent link: https://www.econbiz.de/10015009565
organizations today, the quickest and easiest way to transform yourself is to re‐brand. When Guinness merged with Grand Metropolitan …
Persistent link: https://www.econbiz.de/10015009627
building a brand from scratch. A new study uses the phenomenal success of James Dyson’s vacuum cleaners to explore links … between positive brand values and innovation.  …
Persistent link: https://www.econbiz.de/10015009640
Before the privatization of British Airways in early 1987, people in the UK said that BA stood for “bloody awful”. Even allowing for the fact that British people go in for that kind of thing – one of the companies out of which BA was created in 1973, BOAC, used to be referred to as...
Persistent link: https://www.econbiz.de/10015009762
Brands have come a long way since cattle owners (and, shamefully, even slave owners) burned a mark on the skins of their stock to say “this is mine, keep off!”. These days the mark, logo, sign, or slogan – or any combination – which identifies a product is more likely designed to give...
Persistent link: https://www.econbiz.de/10015009820
Lego later.” All’s well with the world and you’re eager to get home to the bosom of your family. Don’t those brand names we …
Persistent link: https://www.econbiz.de/10015009844