Defining False Or Deceptive Advertising
April 5, 20081 min
False or deceptive advertising is another legal consideration in brand management.
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April 2008 - Page 6 of 6 - Branding Strategy Insider
Understanding Reference Prices
April 4, 20081 min
People often compare a product’s price to a “reference price” that they maintain in their minds for the product or product category in question. A “reference price” is the price that people expect or deem to be reasonable for a certain type of product.
Protecting Your Brand: Copyright Law
April 3, 20081 min
While organizations don’t often pursue this protection, logos are typically protectable by copyright law. Make sure your organization, and not an outside person or agency, owns the copyright to your brand’s logo.
Goldman Sachs: Unwitting Brand Leader
April 2, 20083 min
I am teaching the brand management elective at London Business School this week. A healthy proportion of my class is made up of MBA students who have opted almost exclusively for finance modules as preparation for careers in investment banking. Many choose brand management as their only non-finance course because branding is an area of almost total ignorance for them.
Driving Brand Insistence
April 1, 20081 min
The Blake Project believes that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.