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Nike walk‐in baths just wouldn't wash : Stretch the brand – but don't lose the image

In: Strategic Direction 22 (2006) 1, pp. 12-15

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

Brand management and the challenge of authenticity

Beverland, Michael - In: Journal of Product & Brand Management 14 (2005) 7, pp. 460-461

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

Interview with Glyn House

by Rachel Brown, Interview - In: Human Resource Management International Digest 15 (2007) 3, pp. 15-17

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

How jewels provide a sparkling image

In: Strategic Direction 18 (2002) 4, pp. 13-14

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

Consignia plays the re‐branding name game – and loses

In: Strategic Direction 18 (2002) 10, pp. 28-31

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

Dyson’s heroic struggle : How a vacuum cleaner’s success reveals brands need personal associations

In: Strategic Direction 19 (2003) 9, pp. 8-10

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

A clumsy landing for BA’s corporate branding : Initial misgivings

In: Strategic Direction 20 (2004) 2, pp. 13-15

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

Nike, a great name in – cameras? : How best to handle brand extensions

In: Strategic Direction 20 (2004) 8, pp. 20-22

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

How Guinness, Lego and others face a struggle : Failures at successful companies

In: Strategic Direction 20 (2004) 11, pp. 4-6

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

Topshop on top – gaps in Gap : The differences in marketing orientation of two leading fashion retailers

In: Strategic Direction 21 (2005) 2, pp. 24-26

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – We scan the top 400 management publications in the world to identify the most topical issues and latest...

Persistent link: https://www.econbiz.de/10015009871