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Marketing and Sales : Branding

  • Clarity Across Cultures - American companies trying to sell goods overseas sometimes really blow it. The most widely known example is Chevrolet, which stumbled big time when it introduced its Nova model in Latin America: "No va" in Spanish means "no go."
    Publisher: Business 2.0 Author: Business 2.0

  • Code Warriors vs. Brandzilla - Successful branding today is a whole new ballgame that requires technology departments and marketing staff work together to create new campaigns.
    Publisher: Author: Steven F. Edwards

  • Contextual Branding - Martin would like to see advertisers become more creative, thoroughly examine consumer behavior, and figure out when the need for a particular product peaks. You can put your brand in a logical context by understanding consumer behavior and need.
    Publisher: Author: Martin Lindstrom

  • Create a Brand that Sticks - A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. This article talks about how to make a brand that sticks.
    Publisher: Eileen 'Turtle' Parzek Author: Eileen 'Turtle' Parzek

  • Curb Your Enthusiasm - Harley-Davidson customers love their bikes -- to the point where they scare off potential customers. Here's how Harley is expanding its audience without alienating its hard-core fans.
    Publisher: Fast Company Author: Fara Warner

  • Differentiation: It's in the Detail - Visit,, and Borders. Remove the logos, and you'll have difficulty recognizing which site belongs to which brand.
    Publisher: Author: Martin Lindstrom

  • Don't Shout, Listen - At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here's how P&G has turned the Internet into a device for listening to customers -- and for experimenting with its brands.
    Publisher: Fast Company Author: Fara Warner

  • e-Branding: Moving Your Customer Promise to the Web - The best way to launch an online operation if youre a brick and mortar business is to develop a strategy that optimizes and re-enforces both. To do this, its important to understand whats different about e-branding from traditional branding, and, just as importantly, whats not.
    Publisher: Marketing Today Author: Arthur O'Connor

  • Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages - Since Mitchell and Olson (1981) highlighted the major influence of the attitude towards the ad (Aad) for advertising effectiveness, emotional responses in advertising have received increasing attention. Since then, numerous authors have found that ad evaluations were debilitated by negative affect and stimulated by positive affect, and that liking an ad could lead to developing a positive attitude towards a brand (Ab) and purchase intention (PI).
    Publisher: AMS Review Author: M. Geuens

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