brand value

It's Time for Brands to Arise

by: Jonathan Salem Baskin

World stock markets are crumbling. Financial institutions are writing-off losses in the billions. Workers are in fear of losing their jobs. Home-owners are scared of looming mortgage payments. The dismal holiday sales and ongoing economic uncertainty suggest that nobody is feeling too comfortable with spending money. And the mid-term outlook doesn't look any better.

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Luxury Schmuxury

by: Jonathan Salem Baskin

"Mass-affluent" brands like Burberry, Tiffany, and Coach are hurting in this dicey economy of ours, just like their lesser-branded competitors.

I guess I still don't understand the branding equation: expenditures on branding are an investment because they imbue products and services with attributes, associations, and a substantive equity that should somehow supercede competitive comparisons of function or price.

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The Dim Bulb Equation

by: Jonathan Salem Baskin

I'm not satisfied by any of the answers I've heard for measuring branding because I'm not convinced we're asking the right questions.

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Doing the Math

by: Jonathan Salem Baskin

Anheuser-Busch last week rejected InBev's acquisition offer, and ran a full-page newspaper ad to explain why.

It seems that its brand is just too valuable.

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Ouch, the Elastic Snaps

by: Jonathan Salem Baskin

Ouch.

As of last week, Starbucks is closing 600 stores (100 pre-announced and 500 announced, in the convoluted chronology of corporate disclosure), firing thousands of baristas, and slashing expansion plans. Its stock continues to crap out faster and worse than the crappy stock market overall. The mediasphere has been abuzz with causes and suspects for the malaise...

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Keeping the Faith

by: Jonathan Salem Baskin

Dell has announce that it wants to outsource its factories, thereby putting even greater strains on its belief in the power of its brand.

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When Brands Sneeze...

by: Jonathan Salem Baskin

Mortgages, deeds, and other various forms of paper relating to real estate investments are nothing more than commitments...promises that possess values only insomuch as they're keepable, and that there’s a marketplace ready to affirm and trade upon it.

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A Secret Corporate Weapon: The Brand Pathway

by: Scott Goodson

A Swedish CEO client of mine once told me that the best management employ a technique called 'Management by Repetition." The challenge for him, as it is for every CEO, is how do you get the organization behind one company cultural mission. Not an ad campaign, but behind a culture on the move.

Denise Lee Yohn, the former VP marketing of Sony USA wrote some similar advice last week in Brandweek, although she goes a lot further.

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China and Canada: Olympic Host Nations with Different Green National Brands

by: David Wigder

Like products, companies and celebrities, nations have brands, and these brands have attributes that describe them and value that is associated with them. Hosting the Olympic Games provides a unique opportunity for a country to both influence global perceptions about their national brand and enhance their nation's brand value by showcasing itself before the entire world.

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The ROI on Brand Versus the Value of Brand

I had an email exchange recently with a friend who raised some excellent questions and views on the topic of branding that I thought I’d share here (with permission, but anonymously):

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