brandXpress blog

Retailers are also sensing more shopper experimentation. This fall, supermarkets Safeway Inc. and Kroger Co. noted that sales of their store brands are on the rise.overall sales of name-brand goods are still higher than those of store brands. Still, about 40% of primary household shoppers said they started buying store-brand paper products because “they are cheaper than national brands,” according to a September report by market-research company Mintel International, which interviewed 3,000 consumers

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Brand guidelines are tremendous tools for ensuring consistency. However, they have been known to impede innovation and diminish relevance. Brands are dynamic, never static, so the management of them must integrate new thought. In the case of global brands, to assume that one message can appeal uniformly to all audiences with equal relevance is unrealistic. Well-managed global brands cull local markets for intelligence related to the ‘next big thing’ to ensure local relevance and to counter competitor’s moves.

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Successful global brands achieve a high degree of consistency in visual, verbal, sonic and tactile identity across geographies. They deliver a consistent customer experience worldwide, often supported by an integrated global marketing effort.

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Booz Allen Hamilton and the brand consulting firm Wolff Olins carried out research among marketing executives across Europe. It shows that over 90 percent of companies believe their brand is a key element of their success—twice as many as five years ago. Yet less than 20 percent put the management of their brand at the [...]

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Brand identity is composed of various shares that trigger particular responses in consumers in addition to filling the afore-mentioned functions. These shares build on one another; the more shares a brand has, the stronger and more positive the relationship with consumers.

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Just found an interesting report published in February by European Management Journal on a pretty hot topic nowadays: Employer Branding

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Marketing leaders across various industries point to brand differentiation as their top challenge in 2005. Industry consolidation and buyer caution put a premium on brand leadership. Yet marketing budgets are barely growing and traditional brand building has fallen prey to the demands for quantifiable sales results.

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Anyone can do marketing with a blank check. Lean times, or even the threat of lean times, force us to be more careful in our decision making. Which brands should we push? Where should we promote our brand? How can we avoid duplication? Who is our target audience

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Brand is often limited in its definition to awareness of a product or service. A company markets its brand – creates the name, broadcasts it to target customer segments, and applies it to its corporate identity or a set of products and services. The brand makes the company, product, or service recognizable

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