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Entries from July 2005

Make Brand Advertising Work Online, the Yahoo! Way

July 26th, 2005 · No Comments

Considering the latest Forrester Research study about online advertising the future is bright for the 21st century’s media giants, like Yahoo! or Google, and here are some excerpts from this study:

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Tags: Branding

Brand Extension – 10 principles

July 26th, 2005 · No Comments

Mentioned here before, [tag]brand extension[/tag], is the application of a brand beyond its initial range of products, or outside of its category. Many brand extensions are simply bad business ideas. Just because consumers would accept chocolate pudding from Nestl� doesn�t mean this is a good business idea. The category may be dominated by another company. […]

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Tags: Brand Extension

10 Steps To An Irresistible Brand

July 22nd, 2005 · No Comments

The methodology of crafting brand strategies, defines ten steps on the “yellow brick road” to an irresistible brand, each complete with its own tools, and all composing a comprehensive and well structured work process. Using the ten not so easy, but sure-fire steps, you can create truly amazing brands.

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Tags: Branding · Strategy

Best Global Brands by Value for 2005

July 21st, 2005 · 1 Comment

In the new special report, BusinessWeek and Interbrand rank the companies that best built their images — and made them stick in 2005. The names that gained the most in value focus ruthlessly on every detail of their brands, honing simple, cohesive identities that are consistent in every product, in every market around the world, and in every contact with consumers. (In the ranking, which is compiled in partnership with brand consultancy Interbrand Corp., a dollar value is calculated for each brand using publicly available data, projected profits, and variables such as market leadership).

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Tags: Top Brands

Online-only brands ‘lack trust’

July 21st, 2005 · No Comments

A survey of over 1,000 customers by insurers Direct Line shows even though internet buying is surging in popularity, shoppers still do not trust online-only brands. Despite the convenience of shopping online, nearly two out of three consumers prefer to buy a known and trusted brand that also exists offline, the study claims. Only one […]

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Tags: Branding

Five Dimensions in Branding

July 21st, 2005 · 2 Comments

In contemporary branding we have the option to not just ‘brand’ products, services or organizations, in order to make them more appealing to consumers. Brands are now often conceived as well-differentiated concepts of novel and exclusive ways to provide a benefit (of any sorts) to consumers. Brand Actualization is performed in five interlinked dimensions (although […]

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Tags: Branding

Corporate identity basics

July 13th, 2005 · No Comments

Corporate identity refers to the strategic concept for positioning a company. It entails defining identity traits, integrating them into a congruent action concept and coordinating them within this concept. Its objective is to permanently anchor a distinct, easily recognizable image in consumers’ minds.

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Tags: Branding

Brand Value – 10 Ways To Create It

July 6th, 2005 · 2 Comments

Consumers love brands because they offer an extra value—that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. How precisely is this value being added and incorporated into the brand? Advertising professionals say it is advertising. Consumers love the ad—so […]

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Tags: Brand Value

Brand System – The Experience

July 5th, 2005 · No Comments

As mentioned before, experience is the third spep in defining Brand as a System. Brand experience is the aggregate of consumer perceptions that come from interacting with a brand.

The process of exposing consumers to the various attributes associated with a particular brand, a successful brand experience creates an environment in which the consumer will be surrounded by the positive elements attached to the brand.

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Tags: Branding