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Branding Strategy

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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

6 more topics

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

Feb. 5, 2011

Brent Chaters and 3 other people answered this question

Define Brand: What's your definition of BRAND?

To muddle things a bit, I think there are certain levels/types of Brand:
1. Corporate Brands
2. SMB Brands
3 Personal Brands
Corporate brands like Apple, Gap, Coke, etc. are all encompassing, they have have set logo's, colours, design styles, product appearances, and more that contribute to their over ... more

Marketing

Brand

Brand and Product Strategy

Brand Awareness

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Dec. 14, 2010

Jeffrey Summers answered this question

How do you start formulating a branding strategy?

You have a brand, whether you know about it or not. Ask your top 25 core guests what one thing comes to mind when they hear your name - that's your brand. It's also your 1st step.
You should survey your existing guests who fit ... more

Dec. 10, 2010

Craig Custeau and 2 other people answered this question

What kind of role do logos play for your branding strategy?

Hi Kenny,
I believe Elliot is on the right track. Logos are merely icons that relate the company behind them, to the person's experience with that brand.
For example, if you see the golden arches, what images come to your mind, and what experiences have you ... more

Nov. 22, 2010

Whit Gurley and 1 other person answered this question

What are the benefits of having an internal branding department vs outsourcing?

Hi Sarah,
This isn't going to be a very authoritative answer, but my sense is that the dividing line you're referring to is going to have something to do with the sheer number of employees that you have, and/or what your total marketing budget is.
If ... 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. 15, 2010

Muhammad Farhan Naeem Sheikh answered this question

What do "Brand Managers" do?

• Delivery of the business plan
• Visual merchandising and marketing
• Loss prevention / Stock Management
• Budget management
• Store projects
• People management
• Store operations 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

Oct. 27, 2010

Michael Fox and 1 other person answered this question

What is the #1 reason why branding projects fail?

It is difficult to identify a single reason. There are a number of variables involved that can influence the outcome. But those that I have come across quite frequently are:
1) A brand look/name/ecosystem that has nothing to do with the product/service.
2) A lack of appreciation ... more

Events

Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
The Tricks to Paid Media June 6 @ 11 am PT
Display Advertising for Brand Awareness June 20 @ 11 am PT

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