To brand effectively requires more than framing and instigation of a set of corporate identity guidelines and then rigidly or – more accurately – blindly following them. To put it mildly, it’s an expensive exercise to start with and prohibitive if you don’t get it right. A prescribed look i …
Successful branding in foreign markets depends upon understanding cultural sensitivity. Is your brand lost in translation?
Brand research focus groups provide a wealth of information and allow for deep insights, however there are some downsides to regular focus group discussions.
A weakness of many tourism destinations and businesses is that they often believe that a brand is an advertising campaign.
TONY EASTLEY: Workers making Nike shoes in Indonesia say they’ve been forced to accept less than the minimum wage and they’ve been stood over by military personnel specially hired to intimidate them. Activists say the workers earn so little they get just enough to afford one meal …
ANZ Bank believes brand drives its business. Many companies believe that their logo is their brand. In fact the logo is just a small representative part of any brand. A brand encompasses many things – its the organisation’s products and services, its the way the business interfaces with …
