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Archive for May, 2009

Brand Equity

Perceived Quality: Critical Asset For Brands

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American Express Brand Perceptions Strategy

Perceived quality is a brand association that is elevated to the status of a brand asset for several reasons:

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Naming

Keys To Impactful Name Design

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Tide Brand Naming Strategy

A great name should be pleasing to the ear and to the eye. So how do designers make a name look good?

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Brand Strategy

Ford’s Fruitful Brand Strategy

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Alan Mulally Ford Brand Strategy

Ford chief executive Alan Mulally is famous for one of the first decisions he made after joining the automotive company in 2006.

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Marketing

Brand Management From The Field

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The Damned United Brand Marketing

The Damned United, a film charting the tumultuous 44-day reign of Brian Clough at Leeds United FC, opened recently. UK Marketers under the age of 30 will probably remember him as a rather melancholy old man, but the young Clough was a wonder to behold.

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Brand Strategy

Local Brand Dominance

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Local Brand Dominance Strategy

In today’s globalized world where global brands quickly adopt to local demands in order to gain customer acceptance, being a local brand seems like waging a losing battle. But one Asian brand has proved this wrong by beating a global giant flat!

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