With the advent of Internet the marketing communications environment has changed profoundly and there is a recognised need of continuous conceptual addition to the existing branding theory. Some authors pronounced the advent of the “experience economy” and the “experience marketing”, while others have taken more extreme postmodern stance and have denied the validity of the [...]
Brand name,in a nutshell,is the essence of your business.If we follow the dictionary of business management brand is “a name, sign or symbol used to identify items or services of the sellers and to differentiate them from goods of competitors”.Simply speaking,brand is the image of the company developed in the mind of consumers.It helps customers [...]
Adidas + Yohji Yamamoto, Intel Inside + Compaq Personal Computer, D&G + Motorola, British Airways and Citibank, Adidas + McCartney, Mercedes and Swatch, Bacardi and Coca Cola, Danone and Quick, GOME and Motorola, Industrial and Commercial Bank of China and American Express…these are only few among the most famous examples of co-branding we have seen [...]
Martin Sejas asked: You’d be hard pressed to meet someone who hasn’t heard about Paypal today. It plays such an intrinsic and important role in our daily lives that we don’t know how we could do without it.But guess what?Paypal cheated. What I mean is that they were never meant to become the powerhouse online [...]
Marcia Hoeck asked: What is it that makes some brands connect so well with their audiences? We could learn something about building brands for organizations by also asking,What is it that makes some people connect so well with other people?In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, [...]
Bonita L Richter asked: Have you ever felt that the people you are marketing to don’t “get you” or understand you?Or, maybe you know you’re not communicating the “right” message to your target audience, but you’re not sure how to change your message, or what it should be.The problem in both above instances could be [...]
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