World-class brands

Ries, Al; Ries, Laura
March 1999
Executive Excellence;Mar1999, Vol. 16 Issue 3, p11
Focuses on the role of branding in marketing. Influence of branding on purchasing behavior; Brand-centered buying in the Internet; Definition of branding; Application of brand thinking in business; Advice in creating a brand in the marketplace.


Related Articles

  • Millennium drives a focus on design. Evamy, Michael // Marketing (00253650);11/25/99 Supplement Top 200, p27 

    Highlights trends affecting design agencies in Great Britain. Ranking of the top 20 agencies based on financial performance in 1998; Conception and management of brand identity programs; Belief in the impending expansion and acceptance of the design profession; Increased interest in...

  • Brand marketing fables lead to loyalty declines. Light, Larry // Advertising Age;1/10/1994, Vol. 65 Issue 2, p22 

    Opinion. Presents the facts to counter the fables about brand marketing and management. Sale as the end of marketing's job; Relation of quality to performance of the product or service; Major brands' lack of need for advertising; Marketing spending; Generation of sales by the marketing program.

  • Editorial. Veloutsou, Cleopatra // Journal of Brand Management;Apr2011, Vol. 18 Issue 6, p371 

    An introduction to the journal is presented in which the editors discuss various reports published within the issue including one by Cristoph Burmann on brand management, one by Chris Chapleo on university branding and one by Johan Gromark on the impact of brand orientation on financial performance.

  • Positioning for the future. Rohlander, David R. // Executive Excellence;Mar1999, Vol. 16 Issue 3, p17 

    Focuses on the importance of branding strategy in marketing. Influence of branding in the buying behavior of customers; Characteristics of a good brand; Analysis core competencies of an organization; Identification of brand image in the marketplace using brand audit; Advice in the communication...

  • Name that brand.  // Marketing (00253650);11/12/2008, p64 

    A quiz concerning the name of the brand featured on the television advertising in Great Britain.

  • Marketers rebuild their brand muscle. Paustian, Chuck // Advertising Age's Business Marketing;Sep94, Vol. 79 Issue 9, High Tech Branding pB-3 

    Reports on the move among companies to strengthen their image campaign through the promotion of brand names. Use of a team of professionals to protect a company's image; High technology marketers' emphasis on brand naming; Salability of a product as company's overall goal; Substantial...

  • The FSI: Thinking about the marketing `no brainer'. LaRonca, Frank // Brandweek;7/4/94, Vol. 35 Issue 27, p13 

    Opinion. Comments on the use of free-standing inserts (FSIs) in a brand marketing plan. Broad-reach efficiency; Four basic considerations that can help insure the effectiveness of FSI.

  • Insightpool helps brands engage social influencers and future fans. Lewis, Tanya // PRWeek (U.S. Edition);Nov2013, Vol. 16 Issue 11, p50 

    The article offers information on the Insightpool platform that helps brand engage social influence and future fans with details on the how to use it, how it serves the business needs, and its main benefits.

  • From The Editor.  // Brand Quarterly;Feb2015, Issue 14, p3 

    An introduction is presented in which the editor discusses various reports within the issue on topics including brand management, branding strategies and business maximization.


Read the Article


Sign out of this library

Other Topics