BRANDING

Title	Author	Date
What Are the Benefits to a Brand of a Satisfied Customer? While customer satisfaction is a critical component of brand equity, companies often underdeliver on service.	Millward Brown	2010
Brand Building in Africa in 2010: A Field Guide for the Final Frontier For marketers, 2010 is the optimal time to approach the new Africa. However, this is easier said than done, especially without readily available information on the opportunities and hurdles that may be encountered.	Millward Brown	2010
Eight Principles of Branding Landor's Nick Foley looks at which brands exemplify outstanding branding and the unifying principles common to all of them.	Landor	2009
Landor's 2010 Trends Forecast: Market Trends and their impact on Brands Even if 2010 ushers the flush times back in, our back-to-basics values are likely to stick around. So what trends can we expect next year? And what do these mean for brands? Our experts make some predictions.	Landor	2009
The Keys to Brand Success These relationships are the end result of all the experiences that consumers have with brands through direct contact, marketing communication, news, or publicity. All of these experiences contribute to the formation of brand associations that are called upon when a consumer is considering a purchase.	Gordon Pincott	2009
The Nostalgia Megatrend In broad terms, there are always branding opportunities available in harking back to the past. The salient point is that nostalgia never goes away. If we rolled back the clock five years, we would find different brands to those around us now ‘doing nostalgia’. as well as those treating the phenomenon in different ways.	Marie Ridgley	2009
Names We Can Believe In It’s time to find a new paradigm for naming public institutions and structures which is in tune with the post-Obama zeitgeist, is the argument proposed by this think-piece. Time, perhaps to consign the Patriot Act and the Department of Homeland Security, with all their Orwellian connotations, to history.	Jeremy Faro	2009
What Doesn't Kill You Effective brand management is the vital thread which gives your organisation immunity against threats from competitors, activist consumers and the media.	Terry Tyrell	2008
Day Of The Clones The human brain is drawn to differentiation like a moth to a lightbulb. It is the most important factor in marketing. But also the least measured.	Simon Silvester	2009
BrandZ Top 100 The fourth annual BrandZ Top 100 Most Valuable Global Brands ranking reveals that brands sustain their value, despite the tough economic environment.	Millward Brown Optimor	2009
How Higher Prices Can Strengthen Your Brand There is a strong link between price and perceptions of product — and the brand behind both. Instead of succumbing to the trend towards rock-bottom pricing, use creative tactics to strengthen your brand’s perceived value by increasing prices.	James Cockerille	2009
Building Youth Brands In A Youthful Country Dheeraj Sinha looks at the youth of India and what it takes to build meaningful youth brands.	Dheeraj Sinha	2009
Don't Chicken Out Of Innovation Real innovation does not revolve around creating new products, but around finding new ways of doing business. Could different thinking help turn around declining industries?	Ian Wood	2009
Branding the United Arab Emirates: Interview with Charles Wrench How should the United Arab Emirates market itself and its brands during the global economic downturn?	Landor	2009
Our Changing View of Style Stylish. What a word: fashionable, chic, modish, trendy, smart. It seems to sum up so much of what we care about in our brands. Take a bit of trendy add a soupcon of fashion and a dash of smart and voila - we have style.	Susan Nelson	2009
Whose Brand is it Anyway? You can pick your brands and you can pick your friends. But if you're a marketer, can you pick your brand's friends? Should you try? As a brand manager, your first instinct may be to protect your brand from negative influences, but if you've endowed your brand with a solid set of values and associations, sometimes your best bet may be to "just let go."	Dede Fitch	2009
Islamic branding: the next big thing? Muslim consumers offer enormous potential to Western marketers, but only if their values are fully understood	Miles Young	2008
Slowdown puts climate in shade The credit crunch has knocked the green issue from the top of the agenda; while a survey in New Zealand finds consumers wary of companies eco-claims	Landor, Penn, Schoen & Berland and Cohn & Wolfe	2008
Activating Brand Culture What has been called "internal communications" is now at the center of the corporate agenda. Why? Because the communications function is a linchpin in employer branding efforts - as well as other immediate corporate initiatives like leadership, innovation, and corporate social responsibility. Yet many organizations are aware that their internal communications are suboptimal, which presents a significant obstacle to internal brand activation.	Jonathan Willard	2008
Personality Not Included In his new book, PERSONALITY NOT INCLUDED: Why Companies Lose Authenticity and How Great Brands Get it Back, marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today’s environment.	Rohit Bhargava	2008
The Brand Bubble Your company's stock price depends on the value of your brand. So if consumers aren't valuing it as much as financial markets, the future of your company could be in for big trouble. You could be the victim of a "brand bubble".	John Gerzema, Ed LeBarr	2008
The Global Brand: How to Create and Develop Lasting Brand Value in the World Market In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands.	Nigel Hollis	2008
Turning Shoppers into Buyers The truth behind shopper decisions made in store	Rafe Ring	2008
What's in Store for Store Brands Store brands, also known as private labels, are mainstream in many markets and becoming more so, particularly in developing markets. As such they constitute legitimate threats to established brands. As retailers update store brand packaging and roll out premium lines of private labels, shoppers seem increasingly willing to try these products. How can the makers of major consumer packaged goods brands defend their market share in the face of this phenomenon?	Philip Herr	2008
Brand Building Along the Media Long Tail As people use a wider range of media in their everyday lives, marketers likewise have new options to consider for communicating with them. But in a world keen on rushing us down a growing tail of communication channels, we need to revisit some key principles to ensure that we are wagging that tail and it is not wagging us.	Sue Elms	2007
Finding the Way to a Successful Brand Experience Successful wayfinding strategies rely on clear, innovative signs and other wayfinding aids across all touch points to enhance the consumer’s overall experience. Successful brand experiences rely on clear goals from the outset - If our branding loses its direction, then so will the consumer.	Enterprise IG	2007
It´s so you A detailed study on the evolution of brands	Peter Steidl, Graham Alvarez and Elise De Groot	2007
Awareness growing fast on both sides of Atlantic An in-depth survey of green attitudes conducted in the UK and the US by three WPP companies	Landor, Penn, Schoen & Berland and Cohn & Wolfe	2007
Getting the little things right Why brand loyalty is all in the detail	Andy Chambers, Daljit Singh, Mike Bennett and Fergus Jackson	2007
Using Brands to Drive Business Results FORTUNE magazine, Landor Associates and Stern Stewart's BrandEconomics® recently published the third annual Top Ten Breakaway Brands list for 2007. Unlike other brand rankings, this study objectively measures return on sustained investment in brand in terms of both financial value and brand strength.	Landor	2007
What Makes an Iconic Brand? Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture. What distinguishes these iconic brands from the rest of the pack, and what can marketers learn from them?	Millward Brown	2007
What Price A Strong Brand? As the world of brands becomes ever more cluttered and competitive, the marketer's task of building and maintaining strong brands becomes increasingly difficult.What proof do we have that strong brands really provide a financial benefit to brand owners and shareholders?	Millward Brown	2007
Keeping It In The Family The subject of who is best placed to develop a brand’s strategy has been in the news in the last couple of months – it’s an old argument that bubbles from time to time. Ad agencies still accuse brand consultancies of coming up with brand strategies that are cumbersome to translate into advertising. Whilst brand consultancies suggest that those agencies are threatened by the role branding is playing above traditional communications.	Simon Bolton	2006
Leader$ of the pack A new piece of research designed to provide a rigorous assessment of the value created by brands and to identify those that have undergone transformation	Hayes Roth and Lulu Raghavan	2005
Trade On Price At Your Peril One of the biggest challenges facing marketers is the downward pressure on prices. This paper demonstrates the folly in slashing prices and what it does for operational performance and brand equity.	Peter Walshe, Lynne Deason	2005
Unfulfilled Promises Simon Silvester examines the struggle of many service brands to differentiate themselves, and concludes that the key factor is failing to deliver on their promise to consumers	Simon Silvester	2005
BrandSimple BrandSimple offers a refreshingly simple solution: Bring back the basics of good branding. Build your brand on a good idea that you test. Make sure the design and message of your brand fits the brand’s true meaning, and stay away from unnecessary and complicated strategies.	Allen P. Adamson	2005
Brands & Gaming The first major study on the topic, Brands and Gaming studies the impact of computer gaming on business and brands and offers an insight as to how marketers can maximise promotional opportunities such as sponsorship and product placement with optimal targeting.	David Nichols, Tom Farrand, Tom Rowley, Matt Avery	2005
Making the Product the Hero What do consumers really want from brands and how do marketers establish an intense customer-brand relationship? Is it just about emotions? A recent study shows that it also means fulfilling the consumer’s need for an intense experience.	Greet Sterenberg	2005
The Business of Brands The book provides an insight and understanding for those seeking to explore the full potential of their brands and incorporates numerous sources, stories and case studies.	Jon Miller, David Muir	2004
Brand it like Beckham Simon Silvester looks at what makes for iconic status	Simon Silvester	2004
The 3rd Dimension Understanding brand equity can play a vital part in formulating media plans.	Sheila Byfield	2004
The Global Brand: A contradiction in terms? The Global Brand: A Contradiction in Terms?	Amanda Feve	2004
Posh Spice & Persil Jeremy Bullmore argues that every corporate action and decision influences peoples perceptions of brands.	Jeremy Bullmore	2001