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Marketing Articles: Brand Management

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  • The Two Laws of Branding From the Inside Out
    by Arie Opps
    If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. In other words, it's your business—not the brand—that isn't offering anything of unique value. more
  • Achieving Relevance: Understanding and Connecting With Constituents
    by Brandon Walsh
    Much more than just "your customers" or "your audience," your constituents are all the people for whom your work is meaningful—the internal and external populations whose interest, participation, and advocacy are important to your stability, growth, and long-term success. How do you connect with them? more
  • Of Brand Hijacks and PR Nightmares: A Tale of Two Brands and One Flub
    by Angela Natividad
    You've heard about recent well-publicized PR nightmares for two major brands (Heinz and Southwest). How could those situations have been handled differently? Here are some ways. more
  • Is Your Presentation Style Out of Style?
    by Helena Bouchez
    MarketingProfs blogger Helena Bouchez shares tips for a successful and dynamic presentation. more
  • Marketing 'The Shack'
    by Paul Barsch
    MarketingProfs blogger Paul Barsch share how the author of "The Shack" marketed his work into a best-selling novel. more
  • They Say Everybody Has One
    Point of fact: One of the most alluring things about Facebook is its infinite capacity to find us a new distraction—be it Farmville, virtual gift-giving or browsing through an old flame's recent family photo shoot (major creepiness factor, BTW). Second point of fact: Some companies know this about Facebook, and are already ... more
  • B2B Search Is From Mars
    …and branding is from Venus. Right? That's what quite a few B2B marketers still believe, says Ben Hanna in a post at's B2B Online Marketing blog. "Many diehard pros specializing in one or the other of these areas still struggle to understand, find value in, or even imagine, using ... more
  • Branding in the Age of Social: Gaining Insight Through Research
    by Eric Norman
    Do you have a clear picture of your organization's strengths and weaknesses, and of the opportunities and threats in the marketplace? Is your position vis-ŗ-vis your competitors clear and compelling? Does anyone else in this vast universe know or care? What brand signals echo back from the noise in the ... more
  • Marketing Execs Dish on Budgets, Social Media, and Favorite Gurus, Brands, Publications
    Social media is an essential marketing tool that most companies are embracing in 2010: 70% of senior marketing executives surveyed are planning new social media initiatives during the year, according to a new survey from Marketing Executives Networking Group (MENG) and Anderson Analytics. more
  • How Toyota Missed Its Tylenol Moment
    by Jeanne Bliss
    MarketingProfs blogger, Jeanne Bliss, tells how Toyota missed its "Tylenol Moment" to exude customer service and care during its recall. more
  • Good, Good, Good, Good Vibrations
    Dudes: Are you ready to give off some fresh new surfer vibes? Search engines are constantly looking for new signals they can use to improve the quality of the results they provide to Internet surfers, says Eric Enge in a recent post at Search Engine Watch. "Search engines continue to ... more
  • Considering a Social Media Monitoring Investment? Ask Questions First.
    by Beth Harte
    MarketingProfs Daily Fix blogger, Beth Harte, shares questions that marketers should ask of social media monitoring companies. more
  • Charm 'em Like Rhett and Scarlett
    Let's face it: If your marketing approach consists of sporadically touting your company's greatness via the overpopulated social mediaverse, you're about to get absolutely nowhere—except ignored. Or hated. Blacklisted, even.  Frustrated with today's confusing social-media etiquette? Well, don't be! There are sassy methods for making your outreach simply ooze old-fashioned Southern ... more
  • The 10 Most Common Pitfalls of Brand Licensing
    by Pete Canalichio
    Combining your product with top brands is an incredible way to escalate growth. If you are looking to drive revenue, enter new markets, or reposition your product, brand licensing can lead to dramatic results. As with any new endeavor, however, pitfalls abound. more
  • One Unique Culture On a Mission
    by Ted Mininni
    MarketingProfs Daily Fix blogger, Ted Mininni discusses Kashi's branding and marketing. more
  • Move Over, Night Rider
    We like to emphasize that mobile is probably the most personalized technology available so far in the 21st century. And these days, finding ways to incorporate yourself into users' daily rituals is crucial to maximizing brand exposure on their up-close-and-personal handhelds. That's one reason for taking a look at GM's new ... more
  • Stay Trendilicious!
    Looking to make your brand trendier? Get a load of Trendistic, a clear and simple way to watch the ebb and flow of buzz on Twitter. A visit to the Trendistic homepage gives you a quick glimpse at what keyword is hottest on Twitter right now. In addition to the most current ... more
  • We Are Still Learning Lessons When It Comes To Social Media
    by Beth Harte
    MarketingProfs Daily Fix blogger, Beth Harte, discusses social media, marketing, communications lessons learned from Southwest Air. more
  • Mix It Up, Baby
    In May 2009, Omniture and The CMO Club asked 102 CMOs to rate the relative effectiveness of digital-marketing media. The vast majority (78 percent) gave top marks to email marketing, but a sizable minority (33 percent) reported success in emerging social-media channels, too. That's because, these days, consumers "engage with a ... more
  • Brands With the Most Engaged, Loyal Customers
    At a time when consumers are searching for value in every purchase, Amazon, Google and Bing, Expedia and Kayak, and Scottrade took highest honors in 2009, among online providers, for successfully engaging consumers and creating loyal customers in their respective categories, according to the 2010 Brand Keys Customer Loyalty Engagement ... more
  • When Pizza Turns a New Leaf
    It'd be an understatement to say 2009 was a tough year for Domino's Pizza, what with the awkward employees-abusing-food scandal. A quick recap: two bored employees recorded themselves doing unpleasant things with food, and the video wound up on YouTube. Domino's responded swiftly enough, both terminating the employees and releasing an apologetic YouTube video ... more
  • I Chat for a Good Cause
    The Great Recession has certainly not spared nonprofit organizations. With contributions down an average of nine percent, many charitable organizations have been forced to cut services. Some even face closure. Fortunately, though, the news is not all bad. "With the right marketing mix, savvy nonprofits are able to leverage social-media marketing ... more
  • Stronger Brands Recover From Recession Faster
    The world's most valued brands are recovering from the recession faster than the Standard & Poor's 500 as a whole: the BrandZ* Top 100 brands have returned a 28% higher yield than the S&P 500, and are becoming profitable ahead of the market, according to Millward Brown. more
  • Innovation Matters: Balancing Sustained vs. Disruptive Innovation
    by Eric Zeitoun
    While we struggle to emerge from a full-blown recession, marketers know all too well that advertising and (unfortunately) innovation are the first budgets that are most likely to get cut. So how can marketers continue to innovate? more
  • by Kathy Bushman
    MarketingProfs' Event Manager, Kathy Bushman, discusses what she has learned about B2B marketing needs. more

Results for All Content » Marketing Articles » Brand Management: 651 - 675 of 1185

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