by Scott D. Mosley, Vice President of Strategy and Client Services An organization’s Brand is among its most valuable assets. As such, smart organizations understand the importance of building, nurturing and leveraging a strong brand , …
Co-branding occurs when two separate organizations (or distinctly different businesses of a same organization) come together to generate unique values for their respective consumers. Co-branding is known to have worked brilliantly for several companies. It has significant rewards and risks associated with it. On the risk side, co-branding like any other alliance cannot guarantee consistent [...]
In today’s post we are busting the myths about whether Branding is only a Marketing Concept or Financial too. We look forward to establish a link between the two aspects. Isn’t it true that many of us have increasingly grown up to believe that Brand is a Marketing Concept? Rightly so, the people who usually [...]
The Big Three Brands of Internet Google, Yahoo and MSN have always been in the news dominantly on comparative basis. The internecine war for more exposure and consumer acquisition has lasted for years. Today is no exception. The newly appointed CEO (January, 2009), Ms Carol Bartz on behalf of Yahoo has announced a $100 million [...]
We often come across brand analytics programs from social network analysis providers claiming to track brands and thereby helping companies improve the control of their brands. Though such programs improve the company’s visibility of the brand perception in consumers mind, they cannot be termed as brand analytics. A good brand analytics program links brand management [...]
A brand personality and its attributes play a cardinal role in shaping consumer perceptions. Considering that the personality of a brand may range from large to discreet (and/or from efficient to misleading) exposure, it may be safe to believe that consumers thus generate self generalized stereotypes about a Brand, which many a times is on [...]
Brian from Malaysia asks, I am considering to expand my successful Hair Salon in Australia. What would you say are the factors worth considering to take my brand to an International Market. We answered, Thanks for your question Brian, Success of franchising as a means of entering foreign markets depends on a range of factors, [...]
On 15th of September, Adobe announced that it will acquire the Web analytics giant Omniture in a deal that Us $1.8 billion. In this article, we look forward to come up with a brief branding preview of the consequences of this acquisition. Starting with Adobe, What has ‘Adobe’ the Brand and Company achieved? Adobe has [...]
Yesterday we covered the basics of Online Marketing. today we thought it would be great to share how exactly online marketing differs from Traditional marketing techniques. We will later also cover up a few concerns related to Online Marketing. What are the advantages of Online marketing? 1. Faster communication with consumers: Throughout the past decade, [...]
We received a mail from one of Rachael, a marketing manager for a retail store in NY. She asks, Hi. Belonging to the marketing horizon of a traditional retail store I am obviously a novice to the Internet. As a part of my skills building I am asked to look into Online Marketing and learn [...]
