Branding can be a tool to improve the lives of communities in some of the remotest parts of the world. Sandra Horlings provides a first-hand example of her work to lift the well-being of refugee communities in India.
Various market orientation and branding models are already familiar to a lot of academics and practitioners. However, the digital landscape, in particular social media, has given marketers a new set of concerns. Can these elements be brought together in a single model with positive consequences for brand equity?
The title of this short essay is a barely amusing paraphrase of the famous quotation from Bishop George Berkeley (1685–1753). Berkeley was an idealist, which means, in philosophical terms, that he believed that mind predominates over matter. In fact Berkeley was something of an extremist among idealists, believing that matter, or the material world, does not actually exist at all.
Medinge member Cristián Saracco, founding partner and CEO of Allegro 234, has been named the president of the branding jury at the 28th edition of El Sol, a Spanish–American communications' and marketing conference.
The author, who has worked on the internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding strategies and transparency.
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).
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