Another Shibboleth Bites the Dust

Schultz, Don E.
January 2007
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p12
The article discusses product brands and branding. Because brands are so vague, marketers are forced to experiment when creating them. Common questions that are addressed when creating a brand include what personality the brand has, what it conveys "seminotically," the message put across by the brand's typeface and colors, whether the logo is masculine or feminine, and what kind of animal the brand would be. The unscientific nature of these questions often makes it extremely difficult to create a successful brand, causing huge expense for many companies.


Related Articles

  • Role of Product Knowledge in Evaluation of Brand Extension. Muthukrishnan, A.V.; Weitz, Barton A. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p407 

    This paper examines the role of product knowledge in consumer evaluation of brand extensions. Specifically, we give a set of hypotheses on the moderating effect of the variables of product knowledge and type of similarity on similarity judgment between original and new product categories as well...

  • NATIONAL BRAND ADVERTISING AND MONOPOLISTIC COMPETITION. Canoyer, Helen G. // Journal of Marketing;Oct42, Vol. 7 Issue 2, p152 

    The article presents a study on whether growth of concentration in production in monopolistic competition is related to the growth in advertising. The author used information already published as well as data collected from a field survey in industries including cigarettes, automobile tires,...

  • INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY. Madhavaram, Sreedhar; Badrinarayanan, Vishag; McDonald, Robert E. // Journal of Advertising;Winter2005, Vol. 34 Issue 4, p69 

    This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the...

  • New thoughts emerge in brand tracking. Waters, Kevin M. // Marketing News;06/05/2000, Vol. 34 Issue 13, pH39 

    The article discusses the process of tracking a brand's image in comparison with brand naming or brand defining. According to the author, though the definition of a brand has evolved over time, the process of tracking a brand's image has remained essentially unchanged. The de facto brand...

  • Identity Crisis. Babyak, Richard // Appliance Design;Feb2006, Vol. 54 Issue 2, p5 

    This article focuses on the issue concerning the deterioration of products' brand identity in the market. Some marketing experts believe that brands are victims of the information age. The primacy of manufacturer brands is also threatened by private retailer brands. Established brands are having...

  • Soft sell. Lorenz, Trish // Design Week;7/21/2005, Vol. 20 Issue 29, p18 

    Reports that current trends of branding are embracing the feminine values as part of their core positioning, becoming softer and projecting more caring and more inclusive ideals. Comment of creative director Stephen Bell in identifying the first group of companies who develop the trend towards...

  • New world branding. Lewis, Elen // Brand Strategy;Feb2004, Issue 179, p3 

    Points out the changes in the product branding system of companies. Creation for local brands, especially those from emerging markets of their own branding agenda; Scrutiny of the local brand's global ambitions by the Western world; Dominance of industries in the market.

  • Launches and rebrands.  // Brand Strategy;Feb2004, Issue 179, p6 

    Reports on global developments related to product launches and product branding as of February 2004. Launch of Pringles Dippers and Pringles Dips in Great Britain and Ireland by Procter & Gamble Co.; Launch of Jetix as a new global action adventure kids programming business uniting Fox Kids...

  • Analyze existing product's values when researching brand extensions. Karger, Theodore // Marketing News;1/23/1981, Vol. 14 Issue 15, p1 

    Focuses on the importance of analyzing existing product's values when researching brand extensions. Need to understand the separate and collective role each image plays in communicating favorable and unfavorable meanings of the product; Advantages of brand extension; Factors to consider in...


Read the Article


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

Try another library?
Sign out of this library

Other Topics