All aboard for success

Ryder, Ian
September 2005
Brand Strategy;Sep2005, Issue 195, p56
Trade Publication
Discusses ways companies can motivate staff to ensure their success in the market. Importance of employee engagement in brand management; Rules of good brand management; Factors affecting the ability to manage the brand effectively.


Related Articles

  • LES EFFETS D'UNE OPÉRATION DE CO-MARQUAGE SUR L'IMAGE DES MARQUES. Michel, Géraldine; Cegarra, Jean-Jack // Revue Française du Marketing;avril2006, Issue 207, p61 

    Brand alliances, and co-branding in particular are developing. The objective of this article is to better understand the co-branding effects on the partners brands image. Based on an experimental research that analyses the impact of four co-naming strategies on the parent brands image, it...

  • Brand management system in need of a big shake-up. Adams Jr., Daniel N. // Marketing News;4/26/93, Vol. 27 Issue 9, p1 

    Expresses concern about the future of brand management. Consequence of the failure of companies to tell brand managers the purpose of their position; Attitude of companies toward brands; Tips for fixing brand management.

  • Air travel and beyond. Kerr, Alison // Brand Strategy;Sep2005, Issue 195, p32 

    Focuses on how Siberia Airlines broke out from the state airline Aeroflot to become a modern brand in Russia. Efforts of Siberia Airlines to differentiate itself from other airlines to achieve its commercial aspirations; Brand strategy of the company.

  • How product management helps your business. Rosenzweig, Stan // Westchester County Business Journal;5/30/2005, Vol. 44 Issue 22, p36 

    The article discusses how product management helps business enterprises. Impact of poor product management in the conception of new ideas for a product; Factors to be considered to achieve a good product management; Enumeration of the things included in the action checklist to be a successful...

  • Starbucks sets a new level. Ritchie,, Hal // FoodService Director;11/15/98, Vol. 11 Issue 11, p156 

    Discusses the important role of standards in the success of some United States brands including Starbucks, McDonald's, Pizza Hut, and Union Street. Consistency, dependability and quality; Commitment; Patron's expectations; Impact of branding on every area of operation; Quality assurance...

  • Creating brand harmony. Petromilli, Michael; Morrison, Dan // Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p16 

    Brand architecture has become an important component of both a business' brand and business strategies, but it's rarely used as the strategic weapon it's meant to be. When used strategically, however, a well-structured brand portfolio can drive growth for forward-thinking businesses and help the...

  • Brands You Can Count On. Pierce, Andrew; Moukanas, Hanna; Wise, Rick // Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p22 

    Brand portfolio management directly affects corporate profitability. Ill-defined and overlapping brands in a portfolio can erode price premiums, weaken manufacturing economies, and lead to sub-scale distribution. Effective brand portfolio management begins by examining each brand's equity and...

  • Retooling the corporate brand: A Foucauldian perspective on normalisation and differentiation. Leitch, Shirley; Motion, Judy // Journal of Brand Management;Sep2007, Vol. 15 Issue 1, p71 

    In this paper, we draw upon the social theory of Michel Foucault to explore the neglected tension between normalisation and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues...

  • Naming names: Trademark strategy and beyond: Part one—Selecting a brand name. Petty, Ross D. // Journal of Brand Management;Jan2008, Vol. 15 Issue 3, p190 

    Part one of this article examines the interplay between trademark law and marketing strategy in selecting a brand name. Part two presents several strategies for limiting the ability of rivals to select and use other brand names.Journal of Brand Management (2008) 15, 190–197....


Read the Article


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

Try another library?
Sign out of this library

Other Topics