(Category)Branding

• 10 branding insights and opportunities

  Leadership is the characteristic most closely correlated with the strongest long term value

  [ March 2005 ]

• Sweat the small stuff!

  Staff are always looking for a reality-check, so it is the leaders who invest time in face-to-face meetings and who help line managers deal with the nitty-gritty that demonstrate their commitment, and get things done

  [ January 2005 ]

• Corporate identity, brand identity and brand image

  The key to successfully effecting a new look is evolution, not revolution

  [ August 2004 ]

• One man's 'cool' is another man's...

  Brands and Branding provides a platform for this survey to record the ascendance of some brands and the decline of others, together with a host of information impacting on the marketing industry in South Africa

  [ August 2004 ]

• Why technology companies need branding

  Branding has evolved mainly in the fast moving consumer goods industries, where substantial profits accruing from brands have attracted a great deal of attention

  [ July 2004 ]

• Packaging is a marketing basic so every company has it under control, does it not?

  Breakthrough packaging excellence fuses three core principles – communicate the brand, sell in the trade, and add value to the product – within the increasingly stringent demands of environmental sensitivity and the need to add more value than cost

  [ June 2004 ]

• Customer loyalty expectations shuffle ad targets

  Brands can identify and leverage opportunities by tracking the direction and velocity of changing customer values, so they can better communicate with customers

  [ May 2004 ]

• Company vs. Brand values

  The chasm between company values and brand values accounts for much of the scepticism with which consumers view brands and the messages and values they are trying to portray, argues Janice Spark.

  [ April 2004 ]

• Quantifying brand values

  Much is being made of brand value in the media at present, but do we really know how to accurately measure the value of brands? That is the question posed by Objectivity, South Africa's Perception Measurement and Monitoring firm.

  [ April 2004 ]

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