All posts tagged: marketing

The impact of grass roots’ branding

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.

Can perfume ever become a luxury again?

Scents have come to rely on fashion brands to propel them into the limelight, but is it possible to bring the perfumers back to prominence?

The components of digital branding and their effects on brand equity

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?

Naming: a subjective primer

The understandable quotient of high anxiety connected to the process of naming cannot be overstated. Like all things branding, the question of naming begs to be taken in context.

Berkeley on branding: ‘If nobody sees your adverts. Does your brand still exist?’

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.

Conscientious brands

What is a conscientious brand? This article explores the key features of a conscientious brand and the implications for brand management.

A new model for socially responsible brand management

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).