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Marketing Articles: Brand Management

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  • Consumers: CPG Sites for Info, Offers; Facebook for Connecting
    Consumers are more likely to visit a CPG website—rather than social networks—for brand information and promotional offers, but they prefer Facebook for connecting with other customers and sharing opinions about CPG brands, according to a survey from Ipsos Marketing, Consumer Goods. more
  • A Map to Build a Dream On
    Researcher Christophe Aguiton of Orange, a mobile carrier in France, praised the merits of maps in a recent speech: "They are practical things. But at the same time, a map is a dream engine ... people dream on maps," he said. And in today's social world, creative technos are proving ... more
  • Trust in Facebook Tanking After Privacy Changes
    Trust in Facebook as a company has been shaken as a result of controversial changes it has made to its privacy policy, and that loss of trust may lead up to one-quarter of its users to curtail their usage or drop Facebook entirely, according to a new poll by MarketingProfs. more
  • Social Media Users More Positive About Brands
    Consumers who actively engage with social media are more positive about their connections with brands: 35% of those who use social media say they believe "companies are genuinely interested them," compared with just 16% of all consumers, according to a study by Alterian. more
  • Make Your Brand a Video Star
    Mitchell Harper of BigCommerce recently wrote a cool piece on Mashable detailing how companies can use YouTube to boost their brand SEO. Step One? Consider creating a YouTube channel, he advises: "Every video you post to your channel can be tagged and indexed, increasing the odds your brand name will ... more
  • Most Brands Don't Make Emotional Connections
    Though most marketers understand the value of connecting with consumers on an emotional level, nearly two-thirds (62%) say their brand's messaging is focused on rational and functional elements rather than emotional benefits, according to a survey form the Association of National Advertisers (ANA). more
  • Consumers OK With Scandalized Celebs' Endorsing Brands
    Three-quarters of Americans (74%) say when a celebrity endorser gets involved in a scandal, how they feel about the brands that the celebrity endorses is not affected, according to a new Adweek Media/Harris Poll. Just over one in five surveyed consumers (22%), however, say they feel worse about the endorsed ... more
  • The Practice of 'Why?'
    by Stephanie Miller
    MarketingProfs blogger Stephanie Miller discusses the importance of asking why for better business and customer relationships. more
  • by Ted Mininni
    MarketingProfs blogger Ted Mininni talks about Ford Mustang's new advertising approach. more
  • World's Most Valued, Resilient Brands Led by Tech
    The world's strongest brands have proven their resilience to recession: When most key financial indicators plummeted last year, the value of the BrandZ* Top 100 brands, led by technology brands, rose 4% to more than $2 trillion, according to Millward Brown. more
  • Overheard at the Forum: 30 Lessons for B2B Marketers
    by Ann Handley
    MarketingProfs blogger Ann Handley begin_of_the_skype_highlighting     end_of_the_skype_highlighting begin_of_the_skype_highlighting     end_of_the_skype_highlighting shares 30 lessons for B2B marketers at the B2B Forum 2010. more
  • by Helena Bouchez
    This post was written while sitting around the old horseshoe, waiting for Interactive Discussion Strategies for Making the Most of Your Tradeshow to begin. The session was led Bob president of marketing consultancy for The Cool Beans . Bob also is part of the MPB2B "pit crew" and is collecting ... more
  • Consumer Brand Loyalty Wanes in Recession
    Driven by the need to save money during the economic downturn, consumers have been revoking their allegiance to brands in the past two years, and many have opted for cheaper brands across a variety of product categories, according to a new study from comScore. more
  • IM as Team Sport
    The Blackeyed Peas' recently raised eyebrows during a concert in Florida when he freestyled, in real-time, anything users sent to his BlackBerry. You're thinking, "Whoa, that's a lot of people with's number." Thankfully, he still reserves that for his friends. The messages were sent to him via the instant-messaging ... more
  • Frankly, It's All in Your Head
    OK. Time to clear your mind and consider some findings from Tremor, a subsidiary of Procter & Gamble that focuses on word-of-mouth (WOM). Tremor is populated by cognitive scientists whose job is to study the brain, then apply their knowledge to marketing. Some sample Tremor tips: The brain isn't actually wired ... more
  • Wade in These Waters With Care
    In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand's stormy social life: Nestle. Recently, Greenpeace, which raises awareness for ecological issues in provocative ways, released a video of a guy snacking on a Kit ... more
  • The Slugfest Between Store Brands and National Brands
    by Ted Mininni
    MarketingProfs blogger Ted Mininni shares the latest data of a national brand vs. store brand report. more
  • Seven Steps to Keep Your Brand Healthy and Relevant
    by Roger Sametz, Tamsen McMahon
    You know you've been successful in building your brand when your constituents have taken ownership of it. Achieving that happy state of affairs requires working through an entire process. But even then you're not there yet. You have to engage your organization first. more
  • Mastering SEO in a Digital World
    In a recent post at the Online Marketing Blog, Lee Odden explains how a better understanding of search-engine optimization can help PR and communications professionals boost their results in a digital world by making it easier for various search engines to find, index and rank their content. "If content can ... more
  • It's a Mobile Makeover!
    Dipping your brand into unfamiliar territory (like marketing a mobile app to the masses) isn't just a matter of learning new terrain, it's a matter of rethinking what you think you know. A good place to start? Other companies' success stories. Enter Vogue Stylist ("Your closet. Styled by Vogue."), an iPhone app ... more
  • Analysis Sans Paralysis
    Analytics is a messy and complicated business. Even if you're monitoring data, you probably get more than you know what to do with—and once you have it all, you still have to decide what it means. Ugh. As a result, you may seek professional help (of the data-monitoring kind). And ... more
  • by Ted Mininni
    MarketingProfs blogger Ted Mininni discusses MillersCoors new product packaging. more
  • Branded Social Profiles Increase Purchase Intent
    A brand's presence on a social media site not only engenders consumer loyalty but also affects consumers' likelihood to buy, according to a study conducted by Psychster Inc. for Branded profiles on social sites tend to increase intent to purchase, especially when consumers can become fans of brands and add ... more
  • Corporate Reputations Improve, Berkshire Hathaway No. 1
    After hitting rock bottom during the height of corporate bailouts and the economic crisis, the public's perception of corporate America is bouncing back: The percentage of Americans who say the state of reputation of corporate America is "good" increased to 18% in 2009, up 6 percentage points from the 12% ... more
  • Achieve (Compelling) Visual Coherence: Build a Brand Identity Toolkit That's Flexible, Durable, Shareable—and Yours
    by Roger Sametz
    Creating your visual brand mosaic requires a toolkit different from the one used by earlier corporate ID practitioners––one based more on shared thinking and approaches and less around rules, one that allows you to tune communications for different initiatives and constituencies, and one that can be taught and shared. more

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