Marketing Resources: Brand Management

Access thousands of marketing resources here. Select any of the popular topics below to narrow your search.

SEARCH thousands of marketing articles, seminars, case studies, research, and downloads

Get to the Po!nt Newsletters

Bite-sized topic-specific newsletters on B2B Marketing, Customer Behavior, Email Marketing, Marketing Inspiration, New Media, Search Engine Marketing, Small Business and more. Sign up for one, two or all...for FREE!

Unlimited Seminars for a Year

Try Premium Plus Membership and get 50 or more online seminars plus access to our whole seminar library.

Brand Management

Brand Management articles by the best and brightest in the field

All Articles | Premium Articles Only

Marketing Champion Q&A: Xerox VP Christa Carone Builds the Brand and Reputationby Roy Young
During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the company's reputation in the marketplace, to bring the brand back to a place that is worthy of such an iconic name like Xerox, and to help the company grow. [Read the full story] Marketing Articles: Brand Management
Hardwired to Love Brandsby Martin Lindstrom
Why are "mirror neurons" so relevant to marketers? Because they reveal why we're hardwired to imitate, cradle to grave. Mirror neurons explain why we sometimes do things that we can't explain. They can also be a source of valuable instruction for product marketers, able to turn a brand from a moderate success into runaway success that no-one can live without. [Read the full story] Marketing Articles: Brand Management
Four Lessons for Fostering Employee Brand Ambassadorsby Elaine Fogel
Marketers spend gazillions on branding. But what is often missing is a focus on the people who carry the brand around every day: The front line folks who answer phones, sales reps who follow leads, the custodians.... Every word they utter is part of your brand. Yet, how many of them are aware of that? [Read the full story] Marketing Articles: Brand Management
Brand New Thinking: Put It in Cultural Contextby Ted Mininni
As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with new imagery... new slogans and taglines... new product packaging... all playing to the latest pop-cult phenomena, hot colors, and new vibes. But is that really the solution? The short answer is "no." [Read the full story] Marketing Articles: Brand Management
Seven Infectious Diseases of B2B Marketing - and Their Curesby Kathryn Roy
There are 7 problems so rampant in B2B companies that they seem infectious, passed along as marketing people switch companies or work with contagious agencies. Treatment, however, is available. Here are the 7 diseases, their symptoms, probable causes, and suggested remedies. [Read the full story] Marketing Articles: Brand Management
How to Unleash the Power of Brand Repositioning: A Four-Phase Processby Gregory J. Pollack
Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, it makes sense to go back to the brand drawing board to answer the question, "Just what is brand positioning, anyway?" [Read the full story] Marketing Articles: Brand Management
What You Don't Know Can Hurt Your Brand Equityby Kevin Joy
Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. In a world where an organization's brand can represent half, or more, of the company's equity, it's an investment of time and resources that's well made. [Read the full story] Marketing Articles: Brand Management
Three Small Tips to Juice up Your Personal Brandingby Dan Schawbel
What goes unnoticed by many can be an keen advantage for the few. By taking steps to not only build a personal brand but also seek new ways to circulate your name, you will be more successful. Here are three easy (and easily overlooked) things you can do to juice up your personal branding. [Read the full story] Marketing Articles: Brand Management
Step Into The Spotlight!—'Cause All Business Is Show Business!by Tsufit
There's so much that business can learn from showbiz: Not to step onto the stage with a lousy script. How to give a blockbuster performance. How to get your face in the newspaper without robbing a bank. But, before you can even think about how to develop box-office appeal for your business, you gotta know what part you're playing. [Read the full story] Marketing Articles: Brand Management
Unreal Marketing: Violating the Axioms of Authenticityby James H. Gilmore & B. Joseph Pine II
As a marketing professional, do you proclaim your offerings to be real or authentic? If so, you may find your customers calling them (and you) fake. So stop it: Don't just say you're real; be real. [Read the full story] Marketing Articles: Brand Management
The Power of Brand Repositioning: A Four-Phased Processby Gregory J. Pollack
So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, even a brief moment, it would make sense to go back to the brand drawing board to answer the question, Just what is brand positioning anyway? [Read the full story] Marketing Articles: Brand Management
Living Branding = The Branded Lifeby Martin Lindstrom
There is a new wave of branding that aims to occupy every minute of the customer's day with an unbroken theme of branded experience rather than the momentary brand rush of purchase. Experiential brand building is taking on new and all-encompassing dimensions. IKEA, for example, is no longer just a flat-pack-furniture and homewares store. It's a construction company that builds IKEA houses, based on the IKEA promise of easy living and affordable design. Welcome to the world of living branding—a new breed of 24/7 brands that are likely to occupy more and more of our lives, from our waking moments to when we retire to bed. [Read the full story] Marketing Articles: Brand Management
18 Strategies and Tools for Naming Your Business or Productby Scott Trimble
Naming. Doesn't matter what you're naming—your product, your business, your Web site or heck, even your child, your choice is important. Here are a flock of—actually, 18—ideas, strategies, and tools to make your name discovery a little easier. [Read the full story] Marketing Articles: Brand Management
Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)by Leland D. Shaeffer
In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, we take a different perspective—using innovation to acquire and retain customers once the core product or service is defined. [Read the full story] Marketing Articles: Brand Management
Micro Branding—Macro Resultsby Martin Lindstrom
The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special. [Read the full story] Marketing Articles: Brand Management
Partnership Brand Marketing—It's About Distribution Channelsby Gregory J. Pollack
Today many companies and brands are engaging in "Partnership Marketing," "Marketing Alliances," "Strategic Partnerships," and even "Partnership Brand Marketing" programs. But often they boil down to just promotions, perhaps maybe even on a larger scale. But the true success of partnership brand marketing lies in its power to open up new and alternative channels of distribution for both the companies and the brands involved. [Read the full story] Marketing Articles: Brand Management
Repackage, Rebrand & Relaunch? Or Do We Need to Dig Deeper?by Ted Mininni
Leading consumer-products companies are looking to rebrand, repackage and relaunch... often too frequently. Sometimes, the effort is merely putting a bandage on a deeper sore. It's far less painful to assess lagging sales in a superficial manner than it is to dig deeper into company practices, customer-service issues, and the actual product mix being offered—not to mention how customers are experiencing the brand and whether that brand is delivering on its promises. In fact, companies that really want to dig for the truth ought to seek answers to these questions... . [Read the full story] Marketing Articles: Brand Management
Blazing Trails to Brand Leadershipby Martin Lindstrom
How come some brands are great, while others manage to be just good? Is there a trick up the sleeves of those great brands—a trick that good, sustainable brands can adopt to become equally well-known? The answer is yes. [Read the full story] Marketing Articles: Brand Management
Naked Brandingby Martin Lindstrom
Does sex sell? You bet it does. But there's another essential element that goes hand-in-hand with sex. And that's controversy. [Read the full story] Marketing Articles: Brand Management
How to Brand Yourself in a Competitive Job Market: Q&A with William Arrudaby Mack Collier
An increasingly competitive job market in recent years has led to the birth of the idea of "personal branding," as jobseekers look for ways to stand out to potential employers. One of the leaders of this burgeoning space is William Arruda, coauthor of the bestseller Career Distinction. Arruda's philosophy centers on identifying and communicating the unique value you can bring to an employer. If done correctly, your reputation and credibility will help you stand out from the crowd, and create an environment in which job opportunities come to you. [Read the full story] Marketing Articles: Brand Management

Brand Management: See all 232 marketing articles

Brand Management case studies, deconstructing real life examples and illustrating lessons learned

Brand Management: See all 57 case studies

Brand Management online seminar broadcasts from the best minds in marketing

Brand Management: See all 13 seminars

Brand Management mini articles distilling bite-sized advice (from our Get to the Point newsletters)

Mission ControlSmall Business
"We are bombarded with messages that tell us the how, why, should and must of business," says Karen Swim in a post at Words For Hire. "Much of the information...
Gimme That!Customer Behavior
Sales promotions that offer either price discounts or free goods (premiums) are often used to entice customers to buy products. But which is better? Every family has one or two...
You Are Carnac the MagnificentMarketing Inspiration
"Predictive statements are all around us, " writes Adam Gordon in the introduction to his book Future Savvy. "[I]n the newspapers, on TV, at conference presentations, in industry reports, consulting...
A Tale of Two InnovationsSmall Business
The next time your management team meets to determine the fate of a recently introduced product or service, consider a post by Scott Anthony at Harvard Business Online. He argues...
Don't Worry, No One's LookingMarketing Inspiration
When Tate Linden of Stokefire began to see a number of obscure blog posts touting a heretofore unknown competitor as the world's "first naming company," he thought he should check...
You're the Top, You're the Louvre MuseumCustomer Behavior
No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy,...
Brand AidSmall Business
In an article at MarketingProfs.com, Mike O'Toole explains why small businesses instinctively understand the importance of developing brand equity: "It is the quality that motivates your customers to recommend their...
Twitter for TimelinessNew Media
"What are you doing?" Twitter asks. What an existential question! But from the company's roots as a slightly nosy oddity in 2006, users have responded in unexpected, and quite interesting, ways....
Scratch That NicheSmall Business
Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your...
An Apple a DayMarketing Inspiration
"At some point just about every marketer is bound to look at something that Apple is doing and wish they could have done it for their own brands," says Rohit...
What You Can Learn From Starbucks' MistakesMarketing Inspiration
Comedians used to make jokes about cities with a Starbucks on every corner. It seemed ridiculous at first, but we've gotten so used to their ubiquity that the closure of...
Feel the Brand LoveCustomer Behavior
Launching new products can be an attractive growth strategy. Many companies see brand extensions as a lucrative way to increase revenue and build their customer base. Thus, marketers take a...
Employees Say the Darndest ThingsSmall Business
You've heard about companies that block access to social media sites like YouTube and Facebook, a decision grounded in the belief that employees will waste time or—worse—leak proprietary information. But...
Wine Enthusiast, Sans CheeseSmall Business
Marketing isn't a one-size-fits-all proposition, and Brian Clark of Copyblogger makes the case for being true to your brand in a post about Gary Vaynerchuk and his online show Wine...
Shameless Marketing StuntMarketing Inspiration
No one looks forward to the Walk of Shame—that early morning journey back to your place after a one-night stand. In most cases, you're wearing the same clothes from the...
Inspiration from the Swat TeamMarketing Inspiration
In the South, where it starts to feel like summer in April and the heat doesn't abate until November, flyswatters are indispensable. They don't, however, get much branding love from...
Come Sell With MeB2B Marketing
What's a solid marketing strategy to initiate during the downturn? Expand overseas! According to Jeremy Quittner, there's no time like the dismal present to explore—and enter—B2B international markets. His recent BusinessWeek...
Do You Have a Wienie?Marketing Inspiration
In a post at the Hear 2.0 blog, Mark Ramsey tells a story about the "Carousel of Progress" built by Walt Disney and his imagineers for the 1964 World's Fair....
Product Upgrades: Who Buys?Customer Behavior
Advertising has to appeal to a wide range of consumer types. That's why marketers adopt so many different strategies for different audiences: consumers vary in what motivates them. Now, some researchers...
Do You Really Want a Logo That Only Costs $100?Small Business
In a post at his blog, David Airey discusses the strange phenomenon of companies that think they can get a great logo on the cheap. Among the not-unusual postings he...

Brand Management: See all 49 quick reads

Brand Management marketing downloads for the busy professional

Small Biz How-To Guide: Positioning, Naming & Taglines
Spot-on positioning leads to names that attract customers and taglines that sing. Get your small business on the track to marketing success.
SWOT Analysis How-To Guide
This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
Lead Generation How-To Guide
Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today.
B2B Direct Marketing How-To Guide
Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
Market Forecasting Template
This guide will give you a mini-seminar on the art and the science of forecasting. Learn the four different ways to create forecasting models and choose the ones that best suit your needs. Then follow these easy-to-follow steps to creating a model where you too can predict the future.
Trade Show Marketing Template
Trade show marketing is a high-risk, high-reward endeavor. This Template provides a sytematic look at trade show marketing. It walks you through selection and promotion, to follow-up and measurement. This step-by-step guide will insure your trade show marketing is effective, efficient, measurable, and successful.
Competitive Analysis Template
A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.
Branding and Brand Equity
There isn't a single marketing topic that has dominated the last decade of the field of marketing than Branding. And, although it's certain you have at the very least put your toe in the water of the great Branding Lake, you will get nothing but good advice, confirmation of your strategies and tactics, and probably even some new ideas from this Marketing Guide.

Brand Management: See all 8 downloads

Marketing Profs

Marketing Resources: Brand Management

MARKETING TOPICS

MarketingProfs Update

Get to the Po!nt Newsletters

Unlimited Seminars for a Year

Brand Management

Sponsored Links