Category Archives: retail

A new model for socially responsible brand management

By Ava Maria Hakim | Published: November 23, 2011

This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).

Also posted in Brand management, consumer behaviour, CSR, design, ethics, innovation, marketing, marketing management, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged advertising, Ava Hakim, Brand management, capitalism, consumer behaviour, consumerism, CSR, environment, humanistic branding, manufacturing, marketing, production process, promotion, R&D, recycling | Leave a comment

Demythologizing the McElroy Memo

By Stanley Moss | Published: July 24, 2009

In 1931 a young P&G executive wrote a document which proved crucial to the formation of ideas about contemporary brand management. But attitudes about branding have since grown up around the memo’s opportunistic policies. This article deconstructs McElroy’s directives, reassessing our perspectives on how brands need to be viewed in today’s post-globalisation strategic universe.

Also posted in Brand management, branding, ethics, history, marketing, marketing management, strategy, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Tagged branding, communications | Leave a comment

Branding New Kinds of Places: the Example of Experience Retail Centres

By Malcolm Allan | Published: August 31, 2008

The author, a town planner and place and destination brand practitioner, discusses the challenges of creating place brand strategies for completely new types of urban development using the example of the emergence of places that combine retail, leisure, entertainment, sports, cultural and heritage facilities to a greater extent than has been seen hitherto.