TITLE

The New Branding Lingo

AUTHOR(S)
Schultz, Don E.
PUB. DATE
November 2003
SOURCE
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article addresses the need for brand or communication managers to fight what they believe to be a battle to protect their brand. Brand investments are being scrutinized with more vigor by senior management than ever before. Part of this brand scrutiny is related to economic uncertainty. Managers are circling the wagons, trying to ride out the economic downturn by cutting costs and reducing expenses. Part of this lack of brand confidence has to do with traditional managerial practice. In unstable economic times or during periods of changes in the organization, most senior managers focus first on cutting expenses. Most senior managers agree brands are assets, albeit intangible ones. Most agree the brand has value to the firm and likely contributes something to acquiring new customers and maintaining present ones. Many agree the brand is what differentiates the firm from its competitors. The problem is not that senior managers do not understand branding. It is that brand and communication managers do not understand management and how businesses are run. Too many communication managers do not know the first thing about how a business operates or the delicate balancing act senior managers face in trying to meet analysts' short-term demands, while meeting the longer-term expectations of shareholders.
ACCESSION #
11498938

 

Related Articles

  • Breaking free from the industrial age paradigm of branding. Christodoulides, George // Journal of Brand Management;Apr2008, Vol. 15 Issue 4, p291 

    The paper aims to inform readers of the themes that emerged at the 2007 Thought Leaders International Conference on Brand Management and challenges academics and practitioners to rethink the basics of branding. The paper encourages academics and practitioners to escape from the continued...

  • Survey your employees for complete brand picture. Stein, Aliza // Marketing News;4/29/2002, Vol. 36 Issue 9, p40 

    Discusses brand development, and the role of marketers surveying internal stakeholders. Assertion that obtaining qualitative input from internal audiences can be critical to inventing or reinventing the brand, and promotes understanding of the brand from all angles; Comment that allowing...

  • Part Six: Marketing Issues in China: Brand Management and Publicity. Li Yong // Doing Business with China;2005, p238 

    The chapter considers the practice of brand management in a venture investment in China as of January 2005. It identifies the attributes that a local brand may have in order to attract it to the foreign partner. There is a need to consider and evaluate factors associated with the brand image...

  • Building Brand Value. Green, Roger; Jernigan, J. Martin // Pharmaceutical Executive;Sep2004 Supplement, Vol. 24, p36 

    Reports on the construction of value frameworks for marketing brands. Definition of value; Citations of the documents product managers must consider when preparing for product launching; Factors that can change brand value over time. INSETS: POSITIONING FRAMEWORK;The Delphi Process;Respect Your...

  • Celanese Simplifies Brand Architecture.  // Paint & Coatings Industry;Dec2013, Vol. 29 Issue 12, p17 

    The article reports on the launching of a unified brand architecture by Celanese, a global specialty and technology materials company, which represents the multiple capabilities and businesses of the firm.

  • Name that brand.  // Marketing (00253650);6/10/2009, p56 

    The article offers a trivia which invites readers to determine an airline brand launched in 1995 in Great Britain. It states that the airline flew between London Luton and Glasgow and Edinburgh with a promise to make flying as cheap as purchasing a pair of jeans. It also explains that the brand...

  • Retailer- vs. Vendor-Managed Inventory and Brand Competition. Mishra, Birendra K.; Raghunathan, Srinivasan // Management Science;Apr2004, Vol. 50 Issue 4, p445 

    Vendor-managed inventory (VMI) is emerging as a significant development in the recent trend towards collaboration and information sharing in supply chain management. Transfer of inventory monitoring and other overhead costs to manufacturers and continuous replenishment of retailer inventory are...

  • PREKÄ–S ŽENKLO VALDYMO ANALIZÄ–. Trakšelys, Kęstutis // Bridges / Tiltai;2009, Vol. 47 Issue 3, p151 

    In this work the conception of brand, composition and band management are investigated. Brand management theory is compared with principles of business management. The process of brand building is highlighted. Using the theory of lithuanian and foreign authors, different models of brand building...

  • Brand value yields clout in marketplace. Adams, John // Business Journal Serving Southern Tier, CNY, Mohawk Valley, Fing;05/11/98, Vol. 12 Issue 10, p18 

    Advises companies to strive hard to build and protect their corporate brand names. RJR's acquisition of Nabisco for six times the company's asset value; Coca-Cola's efforts to promote its classic formula; Trans World Airlines' failure to build its brand name.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics