Marketing Articles: Brand Management

Access thousands of our brand management online marketing resources here. Select any of the popular topics below to narrow your search. Get unlimited access to all of our exclusive marketing resources. Go PRO Today

Go PRO Now

Get unlimited access to all of our exclusive marketing resources

Bored With Brainstorming? Try These Five Creativity Boosters

by Sandra Stewart

Brand Management
Tired of brainstorming? It works if done right, but it's not the only way to shake loose creative ideas. Here are 5 effective ways to uncover core brand elements, reframe concepts for stronger appeal, generate fresh approaches—and unravel other marketing and communications problems. more
Got a Pen? How to Grow and Differentiate Your Brand With Promotional Products [Infographic]

by Laura Forer

Brand Management
Who doesn't love swag? Promotional products can be an effective way to make your brand name memorable to consumers. Check out this infographic for tips on which products to choose and how to calculate ROI. more
The Dangers of Being Too Political on Social Media

by Mike Allton

Brand Management
A friend shared an image on Facebook. Intended to be a funny political meme, it instead offended many who saw it... Should she have shared that post? Could she have lost her job? Might the issue have been avoided? Are people just overly sensitive? Let's explore those questions. more
The Incredible Credible Website: How Credibility Boosts Your Business [Infographic]

by Laura Forer

Brand Management
Is your website trustworthy? The answer to that question can have a big impact on whether people purchase—or go elsewhere. Check out this infographic that explains how to make your site more credible. more
Online Reputation Manager Reveals Key ORM Process Details

by Herman Tumurcuoglu

Brand Management
Go figure... The online reputation management industry has an image problem. So it's time to pull an Elon Musk and share a blueprint of how to do it right. These are the details you won't see anywhere in public, not even at conferences. more
What Emotionally Connects Consumers to Brands?

by Ayaz Nanji

Brand Management
Consumers say they feel most emotionally connected with a brand that come across as caring about people like themselves, according to recent research from CustomerThermometer. more
The State of Healthcare Content Marketing in 2017

by Ayaz Nanji

Brand Management
Most hospitals/health systems are engaging in content marketing, but many are finding it to be only somewhat effective in achieving their business goals, according to recent research from True North Custom. more
Now Is the Time for Developing Your Personal Brand: 26 Tips

by Barry Feldman

Brand Management
The time for personal branding is now, and today is the best day to start developing your personal brand. Here are 26 tips, from A to Z, to help your personal branding efforts. more
The State of Content and Influencer Marketing [Infographic]

by Laura Forer

Brand Management
As content and influencer marketing continue to reap big rewards for brands, this infographic looks at the state of the "creator economy," including how much is being spent and how brands can best use content and influencers. more
Which Brands and Social Networks Do Teens Think Are Cool?

by Ayaz Nanji

Brand Management
US teenagers age 13-17 (Gen Z) say YouTube and Netflix are the coolest brands, according to recent research from Think With Google. more
Personalize Your Shoppers' Retail Experiences [Infographic]

by Laura Forer

Brand Management
Retailers that provide stellar customer experiences are primed to increase revenue, data shows. Check out this infographic about the state of retail to see how personalized and positive customer experiences can help your bottom line. more
Why Consumers Complain About Brands

by Ayaz Nanji

Brand Management
Consumers are most likely to complain about a brand when they encounter poor service, according to recent research from Corra. more
How to Use Events to Create Cross-Channel Marketing Success [Infographic]

by Laura Forer

Brand Management
How can event marketing complement other channels, such as digital, as well as sales? Check out this infographic for how you can use events to help increase revenue across your organization. more
The 10 Companies With the Best Reputations Worldwide

by Ayaz Nanji

Brand Management
Rolex is the company with the best reputation among consumers worldwide, according to recent research from the Reputation Institute. more
The Science Behind Superb Packaging [Infographic]

by Laura Forer

Brand Management
Product packaging is more than just a box or container. It's often a consumer's first impression, and it protects your product and communicates with shippers and buyers. That's a tall order. Luckily, there's a science to packaging that protects—and sells—your products. more
How to Do Local Digital Marketing Right: Four Adjustments Global and National Brands Need to Make

by Jason Tabeling

Brand Management
The mobile and digital revolutions have changed the way national and global brands can reach consumers where they are, and when and how they want to be reached. Here's how to do local right. more
Tips for Your Instagram Posts, Plus a Perfect Profile Page [Infographic]

by Laura Forer

Brand Management
Does your Instagram profile resonate with your audience as much as your posts do? Check out this infographic for tips on how to make your brand's entire Instagram experience as picture-perfect as it can be. more
The Ultimate Restaurant Marketing Guide [Infographic]

by Laura Forer

Brand Management
Just as a master chef combines various flavors, restaurants must combine their offline presence, their online presence, and their dine-in experience to create a delicious—and successful—marketing combo. more
Which Emotions Are Associated With Good (and Bad) Brand Experiences?

by Ayaz Nanji

Brand Management
Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment. more
The 20 Most 'Simple' Brands

by Ayaz Nanji

Brand Management
Consumers in the United States say Google and Netflix are the most "simple" brands, according to recent research from Siegel+Gale. more
The Most Loved, Fun, Relevant, Engaging, Social, and Helpful Brands

by Ayaz Nanji

Brand Management
Apple, Microsoft, and Netflix are the most loved brands by consumers in the United States, according to recent research from Accenture Interactive and FJORD. more
'Enriching Benefits': Why Consumers Love Brands That Make Them Feel Like Good People

by Debbie MacInnis, C.W. Park

Brand Management
"Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand. more
The 10 Most Valuable Global Brands in 2016

by Ayaz Nanji

Brand Management
Apple, Google, and Coca-Cola are the most valuable brands in the world this year, according to recent research from Interbrand. more
Brand Admiration Is Earned, Not Given: Here's How to Make It Last Forever

by Josh Zywien

Brand Management
Lasting brand admiration is achieved when your business becomes part of who people are (think "Mac people") and what they stand for. That kind of relationship isn't accidental or the result of good fortune. more
How to Create a Thriving Ecosystem of Customers, Partners, Advocates, and Influencers

by Jane Hiscock

Brand Management
A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer relationships, and enhance brand equity. more