branding

How brand exposure affects your choices

harminka — Tue, 14 Oct 2008 13:38:58 -0500

Products with visible brand names are everywhere; many times we don't even notice them. But how much do those unnoticed exposures affect brand choices? Quite a bit, according to a new study in the Journal of Consumer Research.

Google Leaps Into the Top 10 for Global Brands

Iria — Sun, 21 Sep 2008 22:48:12 -0500

Last week Interbrand issued its 2008 Best Global Brands rankings. While most of the top 10 remained unchanged, with IBM and Microsoft swapping places (IBM rose from 3 to 2), one big change emerged: Google rose from 20 to 10, with Mercedes-Benz dropping to 11.

New driver of brand extension success found

harminka — Fri, 16 May 2008 07:06:47 -0500

Brand extensions, like Jeep’s strollers, Maxim’s hair color, or Apple’s iTunes are lucrative ways that a brand can increase its revenue and customer base-or confuse and alienate them. In an increasingly borderless world in which brands can be as powerful as currency, stretching brands that already have strong equity has become an ever more important avenue for growth.

Sony Ericsson signs Maria Sharapova in Landmark Off-Court Deal

harminka — Mon, 14 Jan 2008 15:18:38 -0600

Sony Ericsson Mobile Communications has announced today that it has signed an exclusive four year sponsorship agreement with female tennis player, Maria Sharapova, to become the company’s first global brand ambassador.

How to imbue products with symbolic meaning

harminka — Sat, 05 Jan 2008 02:11:42 -0600

Many people pay silly money to wear a particular logo or a designer brand. Of course, a designer outfit doesn't keep you any warmer or dryer than an unbranded one, but functionality is only part of the story. Designer products say something about you – you are a trendy, sexy or sophisticated person. Brands help us to express who we think we are and who we want to be.

LG Embarks on Consolidated Global Branding with New Agency

harminka — Mon, 03 Dec 2007 06:27:54 -0600

LG Electronics (LG), a global leader and technology innovator in consumer electronics, has after a three month global review appointed London-based Bartle, Bogle, Hegarty (BBH) for the strategic and creative development of its worldwide marketing communications.

Trustwave is New Brand Name of AmbironTrustWave

harminka — Fri, 21 Sep 2007 06:30:37 -0500

AmbironTrustWave announces the change of their brand name to Trustwave, effective immediately.

Canon USA as # 1 Brand For Customer Loyality In Office Copier Market

harminka — Mon, 13 Aug 2007 09:49:01 -0500

For the seventh consecutive year, Canon U.S.A., Inc., has been named number one in brand loyalty within the "Office Copier" category, by Brand Key's Customer Loyalty Engagement Index.

In-Game Advertising Increases Average Brand Familiarity by Up to 64 Percent

harminka — Thu, 09 Aug 2007 06:11:43 -0500

Advertising within highly engaging gaming experience shown to have significant positive impact on purchase consideration, ad recall and “coolness” perception of brands.

Old McDonald's has impact on kids' taste buds

harminka — Tue, 07 Aug 2007 04:58:14 -0500

Say what you will, Shakespeare, but a McNugget by any other name is just not as tasty. At least, not to the 3- to 5-year-old set.

Children's taste preferences may be influenced by fast-food branding

harminka — Tue, 07 Aug 2007 04:33:03 -0500

Preschool children preferred the taste of foods and drinks in McDonald’s packaging to the same foods and drinks in unbranded packaging, according to a report in the August issue of Archives of Pediatrics & Adolescent Medicine, one of the JAMA/Archives journals.

Why certain products are used as markers of difference

harminka — Fri, 13 Jul 2007 08:30:59 -0500

Consumers often abandon products when other social groups adopt them. Teens want to distinguish themselves from their parents. Jocks want to separate themselves from geeks. Rich Brits stopped buying Burberry once it became the brand of choice for soccer hooligans and Shanghai urbanites avoid the Volkswagen model that is preferred by the suburban nouveau riche.