brandXpress blog

Brand extension is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category. Brands use this as a strategy to increase and leverage equity. Product extensions, on the other hand, are versions of the same parent product that serve [...]

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Since I had a quite long break from brand-blogging I thought I should point out some of the posts I found interesting in the branding blogosphere, just in case you missed them:

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Don Sexton, co-author along with the more famous Donald Trump of Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers have an interesting free White paper on 10 Commandments of Branding: Commandment 1: Establish a Clear Brand Position A brand position is a clear, unambiguous statement that [...]

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Naming a new brand without taking enough in consideration the main target market may lead you to unexpected surprises. Here is an interesting NYT article on such a case: What better way to honor the brash origins of this city, the owners of Houston’s new professional soccer franchise reasoned, than to name their team “Houston [...]

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For marketing executives seeking to build their brand in today’s frenzied, message-cluttered jungle, resting on their laurels seemed to be enough until not long ago — especially if they were meeting their goals, seamlessly executing ambitious programs, and keeping staff members happy enough to ward off corporate raiders.

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