Purpose – Looks at which brands are best positioned for growth and why it is important to actively manage brands as a cohesive portfolio. Design/methodology/approach – Lists four key principles that the best practitioners of brand portfolio management should follow. Findings – The best...

Purpose – Looks at how to find the best marketing mix for a particular company and how to track and measure marketing activities for return on investment. Design/methodology/approach – Opinion piece. Findings – Six guidelines will help to identify and implement the best marketing mix: Set...

Purpose – The purpose of this paper is to explore the roots of anti‐American sentiment around the world and recommend a plan of action for US‐based global companies. Design/methodology/approach – Public opinion of the US has been in decline worldwide for a number of years. While negative...

Purpose – To define the contours of a new marketing attuned to the information age, and to introduce the concept of marketing ecosystems as a new framework for competitive strategy. Design/methodology/approach – This paper draws on five years of research and consulting experience applying...

Purpose – The purpose of this paper is to demonstrate to leaders of business‐to‐business (B2B) organizations the value of using brand management disciplines and tools to accelerate growth. The premise is that B2B organizations need robust, coherent brands if they are to operate...

Purpose – To relate the importance of branding – broadly defined, internal and external – to competitive strategy. Design/methodology/approach – This is a viewpoint paper. Findings – The ability to create and market a well‐understood image of one's product or company and its strategy...

Purpose – The authors offer the viewpoint that a requirement to put the value of intangible assets like brands on a company's balance sheet may be in prospect – and that such a requirement would benefit businesses. Design/methodology/approach – Brands and elements of brands like a package...

Purpose – The purpose of this article is to demonstrate to advertising professionals and students with an interest in marketing how one of the largest and most successful advertising companies in the world operates. Design/methodology/approach – Provides a discussion and interview Findings...

Purpose – The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity requires brand managers to downplay their overt...

Purpose – The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. Design/methodology/approach – Reviews some recent literature on university branding and contrasts this with other...