Schultz, Don E.
September 2000
Marketing Management;Fall2000, Vol. 9 Issue 3, p8
Gives pieces of advice to startup companies on how to build effective brands in the Internet. Factors necessary to build brands; Qualities of marketers needed to build brands.


Related Articles

  • Crowdfunding the Jobedu way.  // Banker Middle East;Oct2014, Issue 166, p20 

    The article reports that multi-media and marketing brand Jobedu has raised 118,000 dollars on the startup Eureeca.com's Website. It mentions that Jobedu encouraged young designers to share their designs, which would later be shortlisted through Michael Makdah and Tamer Al Masri popular vote and...

  • New corporate names take time and money, but the results of late have been mixed. SHULTZ, E. J.; BRUELL, ALEXANDRA // Advertising Age;4/9/2012, Vol. 83 Issue 15, p3 

    The article discusses the challenges of creating business and brand names. It points to the multiplication of businesses, meaning many names are already trademarked. It also notes that in a global market, potential names must be vetted for possible negative references in multiple languages....

  • SABMiller: putting its house in order.  // MarketWatch: Drinks;Sep2005, Vol. 4 Issue 9, p14 

    This article reports that SABMiller PLC hopes to boost the sales of its premium beers Miller Genuine Draft, Pilsner Urqell, Peroni and Castle sales in Great Britain by creating a new company that will focus exclusively on these beers. The new division, Miller Brands, will take over the rights...

  • E-Commerce, E-Business, E-Bids… E-GAD! the Internet -A Powerful Tool for our Time. Inge, Jon // Hospitality Upgrade;Spring2000, p1 

    The article focuses on the use of Internet in the fundamental operations of business enterprises. It states that the Internet offers significant efficiencies and new opportunities in business operations. It says that the Internet has expanded to become a large information exchange in announcing...

  • PRODUCT ATTRIBUTES MODEL: A TOOL FOR EVALUATING BRAND POSITIONING. Gwin, Carol F.; Gwin, Carl R. // Journal of Marketing Theory & Practice;Spring2003, Vol. 11 Issue 2, p30 

    A brand's positioning is designed to develop a sustainable competitive advantage on product attribute(s) in the consumer's mind. Perceptual maps are commonly used to evaluate a brand's positioning. Another tool from the economics literature, the product attributes model (based on Lancaster 1966,...

  • What's in a Brand Name? Simone, Maria A. // Business News New Jersey;04/04/2000, Vol. 13 Issue 14, p13 

    Discusses how brand names can improve a product's marketing value. Reasons for building and maintaining a brand image; Elements to consider when building a brand.

  • An accidental guru reflects on branding. Cappo, Joe // Crain's Chicago Business;07/20/98, Vol. 21 Issue 29, p8 

    Opinion. Discusses the concept of branding in marketing. Knowledge the author gained from attending conferences on branding; Discussion on brand name of the Oldsmobile Intrigue automobile; Suggestion on the way that companies should develop names for brand products.

  • Personal Branding Quiz: How are You Doing? Bence, Brenda // American Salesman;Aug2008, Vol. 53 Issue 8, p26 

    A quiz about personal branding is presented.

  • Sports event sponsorship for brand promotion. Nicholls, J.A.F.; Roslow, Sydney // Journal of Applied Business Research;Fall94, Vol. 10 Issue 4, p35 

    Investigates the effectiveness of brand promotion at sports events. Concept of place-based marketing which embraces the delivery of promotional messages at particular sites; Amount of money generated by this form of marketing; Summarization of the varieties and sub-divisions of placed-based...


Read the Article


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

Try another library?
Sign out of this library

Other Topics