Table of contents
Time to jump on the brandwagon?
Brand perception, brand equity, brand awareness – the list is endless. Ask anyone in your organization to identify a strong brand and they will do so almost without thinking…
Branding @ Lego, McDonald’s and JCB
Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources from which to draw insights into successful brand…
Levi‐Strauss learns to listen to the consumer
How do you turn a multi‐million dollar star brand into a shrinking business with $6 billion wiped off its value in approximately three years? Well, you can ignore the consumer for…
Emotional and military branding
“What’s in a name? That which we call a rose by any other name would smell as sweet …” Juliet may have been right when she uttered these noble words, but then again Romeo and…
PepsiCo keeps the fizz in its brand equity
After entering the Indian market in 1989, PepsiCo finally looks set to break even. However, this is something of an achievement for any US organization considering the numerous…
Balance‐sheet battles: where does the brand stand?
There was a time when the term “brand accounting” would have been laughed out of the boardroom. How can you put a price on your brand? How can you measure its success or failure…
Virgin flies high with brand extensions
At the launch of his Cola drink the boss of the Virgin Group, Richard Branson, burst into New York’s Times Square astride a Second World War tank. At the Virgin Brides wedding…
When branding met the Web
Branding has been one of the hottest business topics over the past few years. Add to that the Internet’s explosive growth, and we begin to identify new business challenges arising…
Consignia plays the re‐branding name game – and loses
So, you have decided upon a new direction for your organization. You have a new strategy, a new mindset and a new bunch of executives ready and raring to go. What do you need to…
Co‐branding as a new competitive weapon
The expansion of world markets, the rapid pace of technological advances and today’s relative geographical stability have all resulted in unprecedented global commercial…
ISSN:
0258-0543Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Miss Emma Steele