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Brand Design

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Sept. 13, 2011

Kavitha Jhaveri answered this question

What are some recent big wins and failures in corporate rebranding? Why? What's essential to win?

Believe the recent de-branding by Starbucks received quite a mix response. More a flack, than anything else. Dropping its brand name and the beverage name "coffee" from its logo, while only retaining the symbol of mermaid. This is likely to confuse consumers who are not ... more

Marketing

Brand Awareness

Brand Design

Brand Development

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March 26, 2011

Emily Zhang and 6 other people answered this question

What department should have responsibility for branding?

Just a thought. I guess the marketing department and strategic department should take the responsibilities. Strategic department may decide the branding direction, culture and budget. Marketing department take the responsibilities of brand awareness, image and other issues. It also depends on if you are going ... more

March 26, 2011

Manuel Castillo and 1 other person answered this question

When established brands undergo a redesign, is there a line drawn between evolution and destruction?

If I understand correctly you are talking about something similar to what pepsi did with the redesign of their logo, if customers can not in a few seconds recognize your brand, you went to far. more

Jan. 30, 2011

Jesse de Agustin asked a question

How can retailers ensure a seamless expression of the brand in a retail environment?

Jan. 21, 2011

Sam Bodunrin and 1 other person answered this question

How do you keep your corporate identity consistent?

Good advice Dr. Elijah

Jan. 19, 2011

Jessica Groopman answered this question

How have recent cultural shifts affected the concept and process of branding?

Great question Andi! There are a million answers to your question, but the first that jumps to mind is the effect of *transparency*. Over the last 10 years, our culture has seen a real emergence and emphasis on transparency, or access to information... for better ... more

Dec. 9, 2010

Elliot Schreiber and 3 other people answered this question

How effective is rebranding, really?

Greg is making a very good point about brand promise. Rebranding is really repositioning. In positioning, we work to have our customers and others think about us in the way we want them to think about us. We give them our differentiation, the reason to ... more

Nov. 15, 2010

Elliot Schreiber answered this question

What should my branding strategy address?

Your brand strategy should look at several factors, in the following order:
1. How many individual product brands do you have in your portfolio?;
2. Is there competition amongst these brands with the same customers?;
3. How are your brands perceived on a perceptual map from high ... more

Nov. 5, 2010

Godwill Bindeeba and 2 other people answered this question

Re-branding: When should you consider it?

It is not a simple question. It is really relative in terms of each separate situation. The main indicator of rebranding is a lack of customer attention. At this point you should analyse those of your competitors who possess higher rankings. It might be a ... more

Nov. 5, 2010

Geoff Vincent and 2 other people answered this question

Who is in charge of branding at your company?

Lauren, I suppose it depends on the size of the company. Your description implies that you work at a smallish company with these two brand managers reporting into the CEO. In that case, it may be OK for the CEO to "own" the brand (although ... more

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