Results 261 to 270 of about 1,734,244 (289)

To Brand or Not to Brand: An Introduction to B2B Branding

2021
Lead generation, marketing automation, performance marketing, or content AI are only a few of the recent developments that have re-shaped the face of B2B marketing. Perhaps even thus far that conventional elements such as branding have become obsolete?
Kirsten Juliet Ives, Vera Müllner
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Pharmaceutical branding: ‘To brand or not to brand’

Journal of Medical Marketing, 2008
The UK pharmaceutical industry has witnessed many changes in the last ten years, adapting to new government regulations, price competition and parallel import from Europe.
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When is a brand not a brand? [PDF]

Young Consumers, 2002
Discusses the importance of brands to children, and the importance of children to brands. Emphasises that children have a strong awareness of brands from a young age, and reports research on their identification of familiar brands (McDonalds was the best known).
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Brands and Branding

SSRN Electronic Journal, 2013
Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives,
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Brand versus Brand

International Commerce Review, 2007
Retailers’ sophisticated strategies for their store brands have changed the nature of their contest with manufacturer brands. For manufacturers, complacency is not an option. But how should they respond?
Jan-Benedict E.M. Steenkamp, Nirmalya Kumar   +1 more
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Geographies of brands and branding

Progress in Human Geography, 2009
This paper seeks to elucidate the geographies of brands and branding through interpreting their geographical entanglements. Focusing upon goods and services, it argues, first, that the object of the brand and the process of branding are geographical because they are entangled in inescapable spatial associations.
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Brand and Branding Geographies

Geography Compass, 2009
AbstractBrands and branding can sometimes seem pervasive. Yet, the geographies of brands and branding have been relatively neglected and under‐researched, especially in economic geography. The focus here is the historically longstanding and well‐established brands and branding of goods and services.
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Brands and Branding Geographies

Regional Studies, 2012
Brands and Branding Geographies, Andy Pike (Ed.), Edward Elgar, Cheltenham (2011). xvi + 384 pp. £89.95 (hbk). ISBN 978 1 84980 159 1.
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Brand verbs: brand synonymity and brand leadership

Journal of Brand Management, 2018
Brand names have become verbs and entered in the consumer vocabulary, as doing words that are synonymous to consumer actions. Synonymity brands are observed to be prototypical and consumer-perceived brand leaders by planting a word not only in the consumer minds, but also in the lexicon. Corporate attorneys have ignored this fact by labeling such words
Siva M. Kumar, K. R. Jayasimha
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Re-branding brand genericide

Business Horizons, 2014
Abstract Genericide refers to situations where brands lose their legal protections due to the fact that their original name has become the generic term for a new category of products in the market that the brand first helped to create. Despite notorious instances of brands falling prey to this curse, marketing specialists—unlike lawyers—generally do ...
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