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Despite the proliferation of books on the subject of branding, it seems that in the real world a brand's success or failure is usually the result of intangible or random influences which evade measurement, writes Dan Sumption.
Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy.
Yahoo! is one of the strongest brands in the new economy and, for millions of users, the internet means Yahoo!. Well, it did at one point anyway.
Establishing and communicating a brand may be harder for multibrand retailers than for their single-brand counterparts, but brand building is essential for both. Article from McKinsey Quarterly.
Most of the objections to brands turn on different expectations of what life should offer writes Tim Ambler, Senior Fellow at London Business School
Investigation into where the brain responds to affective and cognitive advertising stimuli. Paper by T Ambler, A Ionnides, S Rose
This paper examines the relation between the attributions people provide for using the web and their levels of motivation to use the medium.
A look at the social revolution that will change the way we work, rest, play, shop and bank. Research sponsored by BT and First Direct.
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