Marketing & Brand Management: Branding theory, how b...

 

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers. It also assesses how this information can be used to ...

As markets evolve, it is becoming more and more difficult for brands to differentiate themselves from each other. They are essentially competing in the same 'ocean', with 'sharks' and other species as ...

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for me ...

This paper discusses how brands, and their values, become established in the mind of the consumer. The AIDA model of brand communication is now widely rejected within the marketing community. It is ac ...

The brand-customer relationship model, which sees the brand as an intangible asset with a value (as a kind of property) is flawed, but it can be useful provided advertisers remember that it is only a ...

This article argues that trust is the key to getting consumers to choose a brand. Consumers have always been driven by a search for trust, and to achieve this, the product itself must be worthy of tru ...

There is a need to better measure the insights and emotional expectations of today's consumers if the fragrance industry is to evolve from a functional to emotional paradigm for building brand identit ...

This paper looks at two aspects of fragrances which roughly correspond to sociological and psychological perspectives. Starting from an examination of the sense of smell and the human experience (sens ...

This paper describes the contribution of synaesthesia (the union of the senses) to fragrance branding, including a discussion of experimental evidence that branding adds significantly to the fragrance ...

This paper is as much about the value of memory as the value of a smell. It argues that memories related to smell affect brand loyalty, and may cause consumers to choose one brand, product or service ...

According to marketing guru Philip Kotler 'most products now come across as interchangeable commodities rather than powerful brands'. This has happened because consumer goods' brands, in particular, h ...

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands. This paper explains what's behind an openness to act on behalf of brands, what need ...

This article discusses postmodernism, and its effect on marketing. Postmodernism is a rebellion against rationality and uniformity: whereas modernism believes in a single universal reality, and exalts ...

This article argues that all humans are pre-programmed with a need to believe in something greater than themselves (a 'spiritual' dimension), and this same altruism is integral to successful brand bui ...

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'b ...

Many people scan media and ignore advertisements, precisely because they look like advertisements. So what can we do about it? One answer may be the 'big idea', not based on a single concept, but on a ...

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

This article argues that, in the future, companies will increasingly involve the sense of smell in their branding. It also discusses what this will mean in practice. Scent is an important, though unde ...

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners. Though very diverse ...

In this article, Jeremy Bullmore looks at the lessons that brands can learn from interior decorators. Both can have the philosophy of working either from the outside in or the inside out, and the appr ...

Andrew Seth, in one of his occasional opinion pieces for Admap, takes a brief look at the US car business and concludes that the Japanese companies have learnt the marketing lessons - and the US giant ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

This article provide the thoughts of an account planner turned researcher following a meeting of the Account Planning Group. It discusses: 1) the way big companies tend to systematise their thinking a ...

The accessibility of the internet is throwing up a constant stream of new sources of authority. As more and more of these influences come between the brand and its customers, the sense of control that ...

Ian Buckingham and John Roberts, respectively founders of BringYourself2Work and boom, discuss the essence of branding and how to develop a clear and well-grounded brand strategy. Using examples as va ...

Based on research in the US and UK, Robert Passikoff, president of Brand Keys Inc, suggests a new continuum for brand categorisation. This starts with 'Commodity' (undifferentiated, usually sold on p ...

John Singer, principal of Blue Spoon, argues that traditional consumer-centric models are no longer suitable for marketing, and that a fundamental re-think based on a network-centric approach is calle ...

Since 2001 Procter & Gamble has worked with UK-based marketing semiotics agency Space Doctors to evolve a substantial semiotic capability. This paper tracks that process – from specific semiotic proje ...

This paper addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power ...

Our main purpose is to address these questions: how do emotions interact with and influence so-called “rational” processes; which are more important in brand communication and advertising? We first es ...