Recent Brand Management Business White Papers, Webcasts and Case Studies - BNET.com

Recent Brand Management Business White Papers, Webcasts and Case Studies | BNET
Recent Brand Management Business White Papers, Webcasts and Case Studies | BNET

2008: Risks To Look Out For
AMR Research has been tracking global risks and their effect on businesses for several years. Beyond the natural and worldwide challenges that companies continually face - hurricanes, disease, and terrorism, among others - they need to prepare for some more basic risks heading into 2008: brand reputation; technology risk; global talent shortage; supply chain complexity; the economy.
An Analytic Approach To Balancing Marketing And Branding ROI
The marketing Return On Investment (ROI) has been a topic of considerable debate between proponents of brand management and those of marketing accountability. As the brand management discipline works to leverage marketing investments to meet the challenge of an increasingly fragmented media audience, financial stakeholders of corporations demand a greater visibility into these investments. Brand-managers justify their adversity to measuring marketing investments on the same ROI hurdles as other capital outlays on the basis of the long-term nature of marketing effect on sales, whereas financial stakeholders continue to evaluate those using short-term methods like marketing-mix models. This paper proposes leveraging consumer based equity measures measure the long-term effect of marketing on sales in addition to the short-term effects measured by marketing-mix models.
Bolstering Up Your Brand
Even if one is already convinced of the business imperative for sustainable packaging, the solutions can often be tricky. Take packaging materials. They are often the first object of scrutiny. Experts advise that you profile the environmental impact of your materials all the way down the supply chain (brands must demand access, even with proprietary materials!) and that you should replace materials of concern with "preferred" alternatives. But even preferred materials can cause problems.
Kids' Brands: Staple, Fad, Craze or Classic?
In the competitive world of internet marketing, branding is a must. Branding is the best way that to generate sales and gain profits. A business without a brand name is like a product that does not have a name. You've got to ensure a high impact branding strategy that will help customer to remember you, your products and your services. In order to completely grasp the concept of branding, this paper gives the reasons why one should brand the name.
Why You Should Elevate Partnership Brand Marketing To The Strategic Level
Product and Brand failures occur on an ongoing basis to varying degrees within most product-based organizations. This is the negative aspect of the development and marketing process. In most cases, this failure rate syndrome ends up being a numbers game. There must be some ratio of successful products to each one that ends up being a failure.
Brand And Deliver!
Branding has a dirty little secret. It doesn't know how to count. Awareness, visibility, impact and image are the common branding goals. These cannot be measured well, and no two measurements of the same goal will generate the same number. Without accurate measurement, there is no accountability. Without accountability, profitability is not assured. Without accountability, brand sustainability is threatened. Marketers are painfully aware of this fact, especially when they are asked to justify budgets. As a result, they grasp at anything that can communicate solid 'Measurement'.
Branding's Dirty Little Secret
All right, you've spent time, money and resources on developing your brand. You clearly know who you are, you've decided on your brand difference, you've found folks who want what you have, you've mapped out the great experience you will deliver and now you must employ the big brand bang-and resonate your message through every point of market contact. This is where so many organizations "Bust the brand, big time." They lose focus, spend mega bucks on meaningless mayhem and forget the basics of clear, compelling and consistent communications.
Partnership Brand Marketing: It's About Distribution Channels
Branding is always mentioned when we speak with clients, but the author have found that very few companies really understand what a brand is and why it is important to their overall marketing strategy. Branding is very important to the business and possibly the most important asset one can develop. A brand is meant to project feelings and meanings that customers associate with the brand. Is your brand projecting what you want your customer to feel or think? Your answer may determine whether it may be time to freshen your brand.
Time To Freshen Your Brand
Brand identity of businesses is an extremely important factor in the success of the business. If that is the case, why do so many small business owners avoid developing a brand for their business? There are three myths that many small business owners believe that can seriously damage their success. This paper provides eight benefits of having a brand developed professionally for business to counteract those damaging beliefs.
Building Your Brand: 5 Steps To Building A Strong Brand & An Optimized Custom...
Do you think there is a corner in the world where you can find a computer user who does not know of Microsoft? Is there anyone in the world who looks for information on the Web and has never heard of Google? These names are indelibly ingrained in our brains. Did you ever think of why? Both companies are world renown. They have molded a brand name that is synonymous with success. Most experts tell that experience, excellent service/product, ingenuity, and commitment are needed to become a success. These are all ingredients in becoming successful, but more help comes from customers than most think. One should provide optimal services or products to become popular with the public.
Many Hands Build The Brand
To maintain integrity, a brand must remain true to its values. And yet, to be relevant-or cool-a brand must be as dynamic as change itself. An authentic brand reconciles those two conflicting impulses, finding ways to be original within the context of its history. In an increasingly shiny, fabricated world of spun messages and concocted experiences-where nearly everything we encounter is created for consumption-elevating a brand above the fray requires an uncommon mix of creativity and discipline.
Who Do You Love?
Your brand or any brand for that matter is the sum of all you do. It's something you earn over time by how you behave and treat your market or customers. Your brand is the mental imprint that you plant in your market's head. Like a brain tattoo, it's what your market thinks when they see one of your ads, it's how they feel when they hear your name and it's what they expect when they select you over one of your competitors.
Want To Land Your Brand? Deliver A Great Experience
The importance of a strong brand image is clearly getting recognition in the business world. Companies around the world are realizing that without establishing a strong brand image, their long-term future can be uncertain. Surprisingly, what is sometimes lost is the simple principle that a company's product offerings are a direct extension of their brand. Of course, this sounds like a very basic concept, yet there are more examples than ever of companies that create product offerings that are completely incongruous with their brand message. In most cases, it is a simple matter of creating products that are too up-market, down-market, or just not supporting the brand message that an organization works very hard to establish.
Integrated Corporate And Product Brand Communication
Corporations or firms are brands in their own right. Thus, communication decisions are not just about traditional product branding directed by the midlevel managers, but corporate and organizational brand communication as well which generally is the purview of senior corporate managers. The important point, of course, is that both areas of communication are interactive, synergistic, and generally global. This duality in communications at varying levels of management in the firm has caused much of the disruption in traditional communication planning. This paper starts by looking at the global environment in which integrated communication (corporate) and/or integrated marketing communication (product or service) will be deployed.
Build Your Business Through Brilliant Branding
Branding is more than product recognition or a simple logo. It is the overall intellectual and emotional impression people have when they think of the company and its product. It is a strong and consistent message about the value of the business. A memorable and trustworthy brand reinforces customer loyalty. It helps them remember that your business provides the perfect solution to their problems. Therefore, to succeed in branding one must understand customers' needs and issues.

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