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Marketing Articles: Brand Management

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  • by Karl Long
    Is the mecca of broken Macs in Before there were Mac geniuses and genius bars to wait to be noticed at... there was Tekserve. Tekserve has always had an extremely good word of mouth, if you had a Mac and you had a problem someone would clue you in to ... more
  • by William Arruda
    I just delivered a keynote the University of Michigan Alumni in New York ... clearly a career-minded group of They really got the message about personal branding. I was surprised, however, to learn that most of them have not focused on building their on-line . Virtually all of them had ... more
  • by Leigh Duncan-Durst
    I spoke on the subject of Customer Experience Management at the annual MarketingProfs retreat a few weeks We talked a lot about the concept I've been promoting for a few years called the "three word and went through a list of brands that really understand the rule and how to ... more
  • by William Arruda
    This week I have stayed at three different hotel chains .... , and (I am usually more loyal than this .... but had no They are all building their brands through association with other brands. They realize that when they focus on what they do and partner with those who ... more
  • by Ted Mininni
    While most mainstream supermarket chains experience flat sales and profits, stores like Wegman's and Whole Foods are experiencing solid growth and great profits. Bottom line: they love their customers and cater to them. Customers respond in kind. more
  • by Eric Ward
    Individual and group sharing of bookmarks or cool sites is not a new thing, and has been around as long as the Web Back then, I remember my excitement when more than a couple new Web sites launched. Ahhh, back in the But with all the talk of Web 2.0 ... more
  • by William Arruda
    Martha Stewart is one of the nation's strongest personal brands, but that is about to No, her brand value is not being reduced in the US. Instead, Martha is moving out .... internationally. And it has been long awaited. Oprah is global. Branson is global. Madonna is global. It's long ... more
  • by Ann Handley
    Not the coffee -- truly, I live on the stuff -- but the I was Dead Man Walking (late flight) through Boston's Logan airport last week when I saw a rack of magazines -- the free (mostly business) publications some terminals offer travelers. What caught my eye was the cover ... more
  • by Sara Holoubek
    Face we marketers are button-downed control freaks. Once we do have that big, creative idea, we build a wall to protect it in its After that, much of marketing has to do with painful details, timing and execution. Perhaps this is why it is so hard for us to accept ... more
  • by Mike Schultz
    Relationships. Trust. Delivery of superb value. These are core ingredients of a successful service firm. Talk to 100 service firm marketers and leaders, and they'll all tell you (and most of them believe it) that their firm is at the top of their industry in each of these categories. Why, then, ... more
  • by Eric Frenchman
    The folks over at BurstMedia just released some new information on internet that I thought you'd find interesting. Highlights * More than half of respondents to the survey say that the internet is their primary source for information on products or * Men are more likely than women to say ... more
  • by Ann Handley
    I've been trying to prod my friend Andy Sernovitz, who heads the Word of Mouth Marketing , to write something for this blog, but he's constantly blowing me He's air quotes SO BUSY air quotes , he tells Well, sure. Who isn't? I'm just kidding ya, Andy. The truth is ... more
  • by William Arruda
    Branding is more and more becoming a multi-sensory And no industry is employing sensory branding more than the hotel industry. If you opened your New Yorker magazine recently, you probably saw the new ad for . But this ad didn't include the picture of a Heavenly Bed or a trendy ... more
  • by Hank Stroll
    Companies sometimes have two names: the company name and the brand name. This week: How do you find a dream name for a company or product? more
  • by Ted Mininni
    When should companies allow declining, aging brands to finish their life cycles? When should they opt to revitalize them? There are hard questions for companies in view of fast-changing consumer demands, increasing global competition, and diminishing awareness of heritage brands among younger consumers. more
  • by Jonathan Kranz
    It's amazing, sometimes, how a little piece of information can be just what you need to take your next That's why the Web can be so powerful .... it's just chock-a-block with information that could be useful to you. I say "could" because there's a you have to find it ... more
  • by William Arruda
    Personal branding is quickly becoming the most talked about strategy for career management, but I never thought it would be the topic of a religious That is, until I met Julie Maiz. Julie is one of the Reach Certified Personal Brand Strategists for (a cool company that helps University students ... more
  • by Lee MarcStein
    I am blown away by the sights and sounds. Beautiful displays of prepared foods, more kinds of asiago and other cheese than I ever knew existed, chocolates, produce rivaled only by what I saw in the open markets in Siracusa. more
  • by Elaine Fogel
    When we think of branding genius, it's Corporate America that comes to All those award-winning TV spots and ads over the years have helped create some incredibly strong brands. Yet no matter how much is invested in those brands, it isn't always enough. Unless companies "live" their brands at all ... more
  • by Sara Holoubek
    Recently I waited in ridiculous line for the hottest opening in Manhattan. A new musical? Nope. A SOHO gallery? Guess again. A Barney's Co-op sale? I don't think As embarrassing as it is to admit, I was actually waiting to be let in to the new Trader Joe's on Union ... more
  • by Ann Handley
    Why spend $80,000 and take two years off to become senior management material? So asks in a write-up on our pal Seth , P&G brand manager Josh , and other proponents of the self-education movement called the Personal Inspired by Seth (seriously, who isn't?), Kaufman developed a manifesto on mastering ... more
  • by Dan Herman
    A successful differentiation has two defining characteristics: (1) It is not imitated by your competitors, even though (2) it brings you unmistakable success with consumers. Impossible, you say? Not quite. more
  • by Kevin Randall
    How can B2B companies truly differentiate their offering and be relevant to customers over the long term? This is where brands come in. more
  • by William Arruda
    Branding with the senses is powerful. The sound of honking horns always said New York to that is, until I visited Cairo. It is my second trip to Cairo and I am amazed at the consistency of the brand As soon as I left the airport, I could tell I ... more
  • by Leigh Duncan-Durst
    While Leigh is a huge Mac fan, her recent experience at her local Apple store was surprisingly underwhelming. In fact, it was bad. While it's possible that the problems she encountered are isolated, there are nonetheless some good lessons for anyone managing a retail merchandising experience. more

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