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JOURNAL OF BRAND MANAGEMENT The Type-Role-Purpose Brand Taxonomy (PDF) The seminal simple structure of Aaker’s Branded House versus House of Brands doesn’t account for today’s complex multi-brand offers. This paper presents a novel method for analyzing brands by their equity contribution and strategic purpose. MARKETING MANAGEMENT On The Mark (PDF) While the practice of trademark law is best left to legal professionals, an understanding of its fundamentals is crucial to brand development and growth. JOURNAL OF BRAND MANAGEMENT Making the case for a new brand name (PDF) Too often organizations respond to new offerings with the reflexive action of naming the new offering with a unique, proprietary name. This paper provides the would-be namer with questions and criteria that will help determine whether any new offering truly does warrant a new brand name. WASHINGTON SOFTWARE ALLIANCE NEWS:BYTES Five steps to audience segmentation (PDF) In today’s complex marketplace, the need to properly segment the universe of potential buyers for a brand is crucial. This accessible article provides an introduction to the basics of audience segmentation. BRAND MARKETING Brand pragmatism (PDF) In framing branding as a serious discipline of best practices for managing a valuable corporate asset, this article argues for striking a balance between a company's strategies and the marketplace's expectations. |
LEONHARDT:FITCH STRATEGY PAPER How the industry lifecycle influences your brand's message (PDF) There is much to be gained by evaluating a brand's message in light of its industry's current life cycle stage. This article provides a quick strategy check on the relevance of a message given the fundamental market dynamics at different life cycle stages. STRATEGIC INVESTOR RELATIONS Using brand strategy to focus the corporate message (PDF) This article explains how a brand strategy can enhance earnings while delivering an overarching message that is relevant and compelling to every stakeholder group. MARKETING INTELLIGENCE & PLANNING Infusing business and brand strategies into account planning (PDF) This article argues that too often account planning activities are out of alignment with an upstream strategic foundation that is defined and delivered by business and brand strategies. LEONHARDT:FITCH STRATEGY PAPER Branding by the numbers (PDF) Brand equity and brand valuation are hot topics among marketers. This paper provides a primer to each measure along with what can and cannot be read into the two different methods of gauging a brand’s strength. WASHINGTON CEO Cover Story: Branding (PDF) Rob Osler and other brand experts argue for the proper role of branding in an organization and discuss the many benefits a strong brand delivers to its owners. LEONHARDT:FITCH STRATEGY PAPER Making brand management everyone’s job (PDF) Enlightened brand management replaces yesterday’s brand cop with today’s brand steward. This paper introduces an approach to expand the reach of brand management by transferring ownership of the brand to everyone in the organization. |
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Our picks of web links for current and quality content on issues related to branding.
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http://millennialmarketing.com/ The most authoritative source on marketing to tomorrow’s most powerful demographic. http://www.marketingnpv.com The latest and most innovative thinking on marketing ROI. http://www.trendspotting.com One of the best sites around for trends in the marketplace. http://www.brandchannel.com The closest thing to a brand portal. http://www.marketingprofs.com A must-visit site for current thinking on general marketing practices. http://www.aiga.com AIGA, the leading US organization for graphic designers. |
http://www.dmi.org The Design Management Institute covers corporate design. http://www.marketingpower.com The American Marketing Association's site -- a great general resource. http://www.hbr.com The Harvard Business Review publishes scholarly articles on marketing. http://www.changethis.com Stay up on the newest ways to communicate by visiting this fresh site. http://www.springwise.com For cool new entrepreneurial ideas check out Springwise. |
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