brandXpress blog

Washington Post on brands and power: Not long ago, the value of a company consisted largely of its “book value”: physical assets such as factories and equipment plus money in the bank. But today book value accounts for only about a third of the stock market capitalization of the top 150 U.S. companies, down from [...]

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From the NYTimes on new & young branding and brands: It is really a process of attaching an idea to a product. Decades ago that idea might have been strictly utilitarian: trustworthy, effective, a bargain. Over time, the ideas attached to products have become more elaborate, ambitious and even emotional. This is why, for example, [...]

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Between the old concept of brand awareness and the new concept of Emotional Branding, a dialogue must take place that involves this changing of consumer reality in the decision process and brings a dimension of personalized relationship into the equation. Here is a list of 10 very important rules of emotional branding from the interesting [...]

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Addressing a press conference in Chennai on Monday, marketing guru Phillip Kotler, author of Marketing Management (12th Edition) (Marketing Management) and Principles of Marketing (11th Edition) (Principles of Marketing) expressed its opinion on the growing importance of branding in today’s world of Internet and media explosion. Branding is critical for creating trust in the minds [...]

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A big brand is a brand that customers trust and believe in. When consumers don’t trust a brand they do not buy or consume it. One of the biggest reasons for people buying a brand repeatedly is the credibility the brand has among the consumers. In brand building, credibility is vital to the success of [...]

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Call it m-branding: the use of the mobile channel to create differentiation and build brand affinity as never before possible. When used correctly, it has five key advantages over virtually every other medium: Immediacy Consumers can use their cell phones to interact with brand promotions right at the point of impression. This usually involves entering [...]

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While discussing earlier about the concept of branding and how to define it I just found a very nice blog post on the matter which I’ll quote here: When you have a great (or bad) experience with a restaurant/ airline/ hospital/ website, what do you tell your friends about? Do you echo the messaging from [...]

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The Denver Business Journal is running an interesting article presenting five essential steps to take for branding a professional services firm. The key point of the article is however expressed in the beginning: To most of us, the term “brand” conjures up an identifying symbol, a catchy phrase, or a trademark that a company uses [...]

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“Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied. Some brands will be so strong that they will exist independently of specific products and services. Other brands will make a splash and then disappear. And a new kind of ‘generic’ brand will emerge: not bland, low-priced generics but [...]

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Brand changes are related to the expertise of management, the firm’s strategic goals and market targeting activities, the branding activities of other firms, the sophistication of consumers, the level of involvement in the product category, the stage of the product life cycle and the development of branding in the relevant product category. The Star online’s [...]

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