Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has...

Examines regional marketing as a mean of stimulate growth on ational brands competing in stagnant categories, to build networks of acquired regionally marketed brands for national clout and efficiency, and to provide springboards for building brands targeted for national distribution. Using...

Examines the value of mature brands. Argues that managing mature brands is an ongoing process of birth or revitalisation of established brands. Illustrates this by looking at a line of Pillsbury products, called Pillsbury Dough, since the 1960s. Notes the changes that occurred in this business...

Examines the enormous marketing and financial opportunities for profitable growth through better marketing of established brands. Argues that the key to success is for core brands to be treated as if they were ew products or as if they were acquisition opportunities. Discusses the distinction...

Claims that the time has come to consider how to apply marketing principles and practices in an increasingly competitive and rapidly changing environment. Argues that as it becomes increasingly difficult to sustain a comparative advantage over competitors it will become increasingly important to...

Analyses the strategy of ingredient branding and its implications on the distribution channel members, in addition to its potential for aiding product introduction and adoption. Considers the benefits and the drawbacks for the supplier, manufacturer, retailer and consumer. Concludes that the...

Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and...

Analyses the advertising content of three self‐image projective products (perfume, cosmetics, and women′s apparel) in the UK, German, French, Spanish, and Italian editions of Vogue magazine. Tests for the degree of standardisation versus localisation of the advertising of these products....

Although research associated with branding′s influence on consumer behavior has increased in recent years, the vast majority of this work has focussed on tangible goods rather than intangible services. Focusses on branding and brand name strategies for intangible services. Develops a...