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Marketing Articles: Brand Management

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  • by Tom Asacker
    Make no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful products, time-saving recipes and packaging, or even emotive, associative value, marketers end up resorting to price cuts and special promotions. Instead ... more
  • by Lewis Green
    Before Jonathan Kranz's wonderful post, WOM Is Not " goes cold here at Marketing Profs Daily , I want to tag along on its As Jonathan Word of Mouth (WOM) doesn't just happen. It is a marketing tool that needs to be launched, executed upon and managed. Furthermore, it is ... more
  • by John Moore
    The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time Starbucks marketer, the company learns a lot from these studies. However, when it comes to measuring and managing the Starbucks brand ... more
  • by William Arruda
    Whether you are working on a personal branding campaign or you're focused on differentiating your company's brand from its competitors, you need to constantly ask yourself if your brand is demonstrating the 10 Cs of branding. more
  • by Jonathan Kranz
    Hey marketers out How many times have you had this kind of At a party or other social event, you're introduced to someone who's opening a new business. "That's great," you say politely. "How are you going to market Their response? "Oh, I don't believe in that kind of stuff. ... more
  • by Harry Joiner
    In an unusual move to subsidize its online business, Home Depot has begun to offer prime product placement on its homepage.  #0000ff;" Click here for a According to Nielsen NetRatings, Home Depot's online store is visited by 4 million shoppers each week, nearly of whom own their own homes.  And ... more
  • by Ted Mininni
    The has successfully extended its popular brand into a way of life with TV, sports radio and satellite radio coverage, a super-interactive Web site, its own cable network and plenty of licensed In the 1970s, fans could watch Sunday afternoon pro football games on the CBS and NBC networks, and ... more
  • by Jim Kukral
    Going viral is just like being cool. Just ask the , you're either cool, or you aren't. You're either going to go viral, or you aren't. The Fonz knows... Look, if you're trying too hard to be viral, well, it just ain't gonna happen. Ok, well maybe if you pay ... more
  • by Andrea Learned
    Whirlpool has just launched an effort to pull together single men and women, especially second-time singles (a new-to-me term, otherwise known as divorced) and singles over 30, around their In partnership with the relationship-connecting site , they are hosting "Spin Cycle" starting today that will include laundry-themed games, karaoke "Duets" ... more
  • by Ted Mininni
    In marketing circles, we focus on brand-building by effectively reaching customers, and getting their The business intelligentsia has been preaching about the need to connect with customers on both intellectual and emotional levels. Most of us would readily agree with that. But as marketers, we ought to ask ourselves which ... more
  • by Mack Collier
    Last month I left a post on The Viral about a promotion that T-Mobile was using in the UK where they sponsored free concerts for their I wrote that I thought that the promotion was a 'step in the right direction,' but that it could be a bit better, and ... more
  • by Alain Thys
    What would you do if someone (say a known blogger) picks up your advertising campaign because he thinks you've done a good job, puts it on YouTube and spreads your message to his audience ? Would you send him a box of chocolates or a letter from your While to ... more
  • by Ann Handley
    This work week prior to Labor Day is understandably ...as many of us head to our favorite vacation spots to squeeze the last few juicy drops out of summer. But for those of us who are in the office, this week can be a good time to reflect and prepare ... more
  • by Jeremy Swiller
    If you're marketing in a highly competitive keyword space or providing products and services with little or no name recognition, you should consider creating branded keywords and driving their search demand with buzz. more
  • by Harry Joiner
    This is ZoŽ Goldring here, one of the #0000ff;" over at #0000ff;" with the honor of posting for Harry this The big kerfluffle made by Apple and Google recently to protect their brand names (thanks for the #0000ff;" #0000ff;" ), got me thinking again about personal brand and protecting your ... more
  • by Tom Ehrenfeld
    So after all the hype Snakes on a enjoyed a tepid opening weekend. Number one in the box office, mind you, but far less than ...leading the president of theatrical distribution for New Line Cinema to comment on the "Now we just have to sit back and figure out how ... more
  • by Cliff Kurtzman
    In Part 1 of this two-part article, the author looked at how MySpace (and the social networking industry in general) has evolved. Here in the second part, Cliff examines how he has applied what he has learned and observed to the MyCityRocks testbed, which he launched in Houston in 2005. more
  • by Mack Collier
    MySpace is so June. Today's hot social media site is YouTube, and that means mainstream media's new favorite buzz-phrase is 'viral It seems like the marketing Holy a message that can spread literally the world in a matter of hours if not minutes, and for little or no cost. Now ... more
  • by Eric Frenchman
    So the stage is set for today's big showdown between Ned Lamont and Joe Lieberman for the democratic Senate primary in Assuming you are not, as my friend Becki D says, a political wonk, here's a run down and why I think it is very interesting On one side, you ... more
  • by Hank Stroll
    This week: When done right, desktop-based applications are beneficial tools that give marketers a way to keep customers engaged with their company by providing them with entertainment, information, or functionality. Here's how marketers are tapping into their power. more
  • by Shelley Ryan
    Http://www.mpdailyfix.com/images/geeks.jpg more
  • by Mario Sundar
    If some of you are wondering who Doc is, I suggest you take a ride in the Cluetrain -- one of the seminal works of our times that serves as an operations manual for businesses operating in this newly connected Doc Searls is one of the four authors of the ... more
  • by Alain Thys
    In our million-channel world, it is the brands whose customers tell the best stories that win. Yet how often do we give them "real stories" to How many of the things we communicate make their conversations more interesting? Is our brand's story actually sufficiently clear to tell, at So, to ... more
  • by Eric Frenchman
    So I've been reading Mark Cuban's blog for a while and I usually find his non-basketball posts interesting, especially the one he posted the other day called The Movie Business The post starts off with this "This is an open challenge. You come up with a solution, you get a ... more
  • by Mack Collier
    Recently Universal Studios did something incredibly smart. One of their representatives contacted Chris Thilk. Chris runs the blog Movie Marketing , which, as the name suggests, covers all things movie Periodically, Chris will publish a 'Movie Marketing Madness' post for a particular upcoming movie, where Chris will meticulously detail every ... more

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