Article

Arsenal fall foul of Laddie's unexpected strike

September 2001
Journal of Brand Management 9(1):63-70

DOI:10.1057/palgrave.bm.2540052

Authors:

As many brands are sold worldwide, each issue of the Journal will contain developments on international branding matters.If readers have any particular questions on branding issues or related intellectual property matters such as designs, design rights, copyright or patents, please write to the Legal Editor at the Publisher's offices so that she can answer questions which are of general interest to readers in a regular `problem page'.Journal of Brand Management (2001) 9, 63-70; doi:10.1057/palgrave.bm.2540052

ResearchGate has not been able to resolve any citations for this publication.

ResearchGate has not been able to resolve any references for this publication.

Article

The new imperatives for global branding: Strategy, creativity and leadership

June 2005 · Journal of Brand Management

Sicco van Gelder

This paper argues that the combination of strategy, creativity and leadership is going to be the key to the success of global brands in the coming decade. It also states that one needs to understand how these three disciplines interact, and specifically how this interaction may differ across the markets where the brand is active.Journal of Brand Management (2005) 12, 395-404; ... [Show full abstract] doi:10.1057/palgrave.bm.2540234

Article

Offline rules, online tools

May 2001 · Journal of Brand Management

R C Clauser

The fundamental rules of brand building have not changed. Business should stick to the traditional, tried and true rules of branding while using the new technology and strategic tools now possible on the Internet. Follow them carefully, break them cautiously. This argument is explored in relation to five offline rules and their online application. These rules focus on brand names, consistency, ... [Show full abstract] customer insight, emotional connection, and brand experience.Journal of Brand Management (2001) 8, 270-287; doi:10.1057/palgrave.bm.2540028

Article

Full-text available

Evaluating Slovenia's image as a tourism destination: A self-analysis process towards building a des...

April 2004 · Journal of Brand Management

Maja Konecnik Ruzzier

This paper points out the importance of evaluating the image of a destination. The importance of the role of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered. Image evaluation is even more important for young countries like Slovenia. Slovenia's general image — especially the ... [Show full abstract] perceptual/cognitive component — as seen by tourist experts, is evaluated. Possible image factors are presented and suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, including the different types of activities offered to foreign tourists in the mountain areas and the participation of Slovenian people in living and sharing the destination brand.Journal of Brand Management (2004) 11, 307-316; doi:10.1057/palgrave.bm.2540175

Article

Full-text available

Conceptual analysis of brand architecture and relationships within product categories

February 2004 · Journal of Brand Management

Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can ... [Show full abstract] develop brand architecture, and considers the factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysed.Journal of Brand Management (2004) 11, 233-247; doi:10.1057/palgrave.bm.2540169

Article

How different are branding strategies in the pharmaceutical industry and the fast-moving consumer go...

May 2004 · Journal of Brand Management

The objective of this paper is to focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area. First the authors review the differences in the way branding is defined and organised in pharmaceuticals and FMCG and identify why branding could be leveraged in the pharmaceutical industry to help ... [Show full abstract] it return to strong growth in the future. Secondly, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and contrast these with the practice in FMCG. The areas covered include the choice of brand name strategies, the level of brand globalisation, the use of brand extension and the subject of co-branding. Based on this benchmarking, the authors offer recommendations to guide future brand development successfully in the pharmaceutical industry.Journal of Brand Management (2004) 11, 366-380; doi:10.1057/palgrave.bm.2540182

Article

Branding: The demands of the client, the needs of society and the effect of the law

February 2006 · Journal of Brand Management

Richard Gallafent

This paper discusses branding from the UK perspective with respect to protection of trade marks. The considerations, however, largely apply equally throughout the European Union and other European countries. In addition, the principles discussed are almost certainly applicable with very little if any modification to branding activity throughout the commercial world.Journal of Brand Management ... [Show full abstract] (2006) 13, 201-205; doi:10.1057/palgrave.bm.2540263

Article

Legal update: The panda versus the rock

January 2002 · Journal of Brand Management

I Davies

As many brands are sold worldwide, each issue of the Journal will contain developments on international branding matters. If readers have any particular questions on branding issues or related intellectual property matters such as designs, design rights, copyright or patents, please write to the Legal Editor, at the Publisher's offices, so that she can answer questions which are of general ... [Show full abstract] interest to readers in a regular ‘problem page’.

Article

Branding Hrvatska — a mixed blessing that might succeed: The advantage of being unrecognisable

April 2002 · Journal of Brand Management

S Martinović

The Republic of Croatia — Republika Hrvatska, according to the original linguistic version of its name — has a whole set of identification problems: from the West it is one of those hardly recognisable post-socialist, post-Yugoslav, post-war … countries that lack any traditional international image, and it is also a country tarnished by the most inappropriate political idiom recently invented. It ... [Show full abstract] is a country in transition (like so many others); that is why branding Hrvatska means getting rid of all those negative labels and inventing a new one that would be based upon the country's real potentials and its genuine character … and that could last, being resistant to the competition in the `transitional Europe' of today and the united Europe of tomorrow.Journal of Brand Management (2002) 9, 315-322; doi:10.1057/palgrave.bm.2540080

Article

Branding and the international community

August 2003 · Journal of Brand Management

Jack Yan

The international community has come up for analysis in the last few years. It was probably less prompted by 9/11 than by the growing concern over globalisation. Now, the very idea of the international community, the American national image, globalisation and the war on terrorism seem to be converging. The solution, or at least the framework in which to make sense of some of this, can again be ... [Show full abstract] found in branding. Nation branding could promote a sense of the international community and prevent countries from following a course of realpolitik at the expense of global harmony.Journal of Brand Management (2003) 10, 447-456; doi:10.1057/palgrave.bm.2540140

Article

Whither global branding? The case of food manufacturing

September 2003 · Journal of Brand Management

Bill Ramsay

This paper is a discussion of global branding and its future in food manufacturing. What defines a global food brand? Why are global brands attractive to food manufacturers? How are global food brands achieved?Global food brands have to overcome substantial barriers in order to succeed, which accounts for their relatively small number. Food manufacturers have found difficulty in adjusting ... [Show full abstract] strategically to the rapidly changing structure and environment in the food market. Accordingly, global branding from food manufacturers has passed its peak. It is unlikely that there will be another food product with the global presence of Coca-Cola. The number of major food manufacturers is in decline. Food branding from manufacturers has a limited future.Journal of Brand Management (2003) 11, 9-21; doi:10.1057/palgrave.bm.2540144

Article

Full-text available

Is there really no hope for local brands?

January 2002 · Journal of Brand Management

Jean-Noël Kapferer

Since Ted Levitt's seminal article on the globalisation of business, the case now seems closed. In all managerial and consulting circles, and in most business reviews, global brands are the only thing that count, and the process of global branding the only thing worth spending time on. Indeed, all multinational companies are now engaged in a fierce and drastic reduction of their brand portfolios, ... [Show full abstract] focusing exclusively on the brands able to be globalised. Recently, L Owen Jones, CEO of L'Oréal, explained the remarkable growth of the company by the concentration of its activity on 12 truly global brands. But is the argument so cut and dried? This paper reconsiders the arguments for globalisation in the light of local brand successes.Journal of Brand Management (2002) 9, 163-170; doi:10.1057/palgrave.bm.2540066

Article

Full-text available

Branding knowledge: Brand building beyond product and service brands

July 2001 · Journal of Brand Management

The paper argues that product, service and corporate brands are about to be extended by one other type of brand: the knowledge brand. A knowledge brand is a clearly differentiated visual and verbal identity that bundles and communicates a set of skills, competencies and methodologies in one coherent manner. This becomes crucial as companies are not only selling specific products or services, but ... [Show full abstract] also marketing their unique know-how in improving services or products. For this purpose a knowledge brand has to communicate its topics (why its knowledge is valuable and rare) through specific tools (such as surveys, extranets or CEO newsletters) and transmitters (such as conventions speeches, interviews or specialised conferences) to its targets (such as CEOs, CFOs, CIOs or other regional and functional directors).Journal of Brand Management (2001) 8, 445-456; doi:10.1057/palgrave.bm.2540043

Last Updated: 22 Oct 2024