The Philosophy Of Brand Management
December 31, 20071 min
At its worst, the organizational brand is a name and a logo that is inconsistently applied to an unrelated set of products and services.
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December 2007 - Branding Strategy Insider
Non-Traditional Marketing Approaches That Work
December 30, 20071 min
Advertising is usually the most important element in any brand marketing plan, but many companies are finding that other approaches are also effective.
Brand Awareness And Emotional Response
December 29, 20071 min
Well-known brands activate positive emotional responses in our brains.
Top Brand Extensions
December 28, 20072 min
As you may know, brand extension is a marketing strategy in which an organization that markets a product with a well-developed image uses the same brand name but in a different product category. Brand managers use this as a strategy to increase and leverage brand equity.
Behavioral Targeting: Into The Abyss
December 27, 20073 min
The Association of National Advertisers held their annual conference recently. Speaker after speaker addressed the growing popularity of what is known as behavioral targeting as opposed to basing pitches on consumer attitudes, opinions or perceptions.