Bringing out the success in Lanxess
- Brand Lock and Key. Kalb, Ira S. // Sales & Service Excellence Essentials;Mar2006, Vol. 6 Issue 3, p8
Provides information on building brands. Origin of the concept of branding; Basic building blocks of branding; List of the steps to building better brands.
- Catchin' the buzz. Dupont, Stephen // Marketing News;08/30/99, Vol. 33 Issue 18, p14
This article reports that buzz is an important aspect of brand building because it can accelerate not only the brand building process, but sales, too. Buzz inspires people to call for the brochure and try their product. Ideally, at least in the short-term, it places the brand in the...
- Losing control but gaining credibility. Lewis, Elen // Brand Strategy;May2005, Issue 192, p3
Points out that blogs enable the public to talk back and consumers are increasingly using them to reflect brand experience, for better or for worse. Inability of companies to control everything written about them on the Internet; Handful of technology companies tapping into blogging themselves.
- THE GENERIC USE OF TRADE NAMES. Jenkins, John G. // Journal of Applied Psychology;Dec41, Vol. 25 Issue 6, p697
The article assesses the degree of using trade-names as generic by the public in the U.S. According to the author, it is a commonplace that a trade name may be accepted and used by the public as a generic name for a whole class of articles especially during its pioneering period. He observes...
- NICETIES OF THE NICE CLASSIFICATION IN ASIAN TRADEMARK PRACTICE. Banerji, Malobika // Landslide;Jul/Aug2012, Vol. 4 Issue 6, p52
The article discusses the International Classification of Goods and Services for the Purposes of Registration of Marks or the Nice Classification within Asian countries with regards to trademark protection and registration. It notes that Asian countries have adapted the Nice Classification as a...
- Overcoming the Two Most Damagaing Marketing Mistakes. Graham, John // American Salesman;Nov2006, Vol. 51 Issue 11, p13
This article provides information on two damaging marketing mistakes. The first is assuming that customers know a company and its products and the second is not having a value concept. According to the author, what the name of a business or product stands for is critical for separating it from...
- The Brand Must Be the Image. Vessenes, Peter M. // Journal of Financial Planning;Apr2004, Vol. 17 Issue 4, p36
The article discusses several factors involved in establishing a brand and its image. There are seven factors that establish a brand. First is the practice's name. Second is the owner of the practice's differentiation: price, value, service or speed. Third is advertising, collateral...
- Which archetype could your brand be? Patterson, Nichola // B&T Weekly;10/29/2004, Vol. 54 Issue 2495, p6
Focuses on the emergence of brand archetypes as a tool for revitalizing a brand in Australia. Categorization of brand archetypes; Benefits of using brand archetypes to businesses.
- It's all in the name. Davies, Jim // Design Week;10/18/2007, Vol. 22 Issue 42, p10
The article discusses how to go about labeling new brands. According to the author, it is important to do a bit of homework before starting to discover not only the nature of the business, but also how the world must perceive it. The author also said that it is customary to ask a series of...