Most popular articles

AVON - producing beauty

Avon is ready to speak your language all around the globe. It knocks in more doors than ever, looks for people - to buy or to sell Avon products.

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50th anniversary of McDonald's- why the sun never sets on the Golden Arches

Fifty million customers visit thirty thousand McDonald's restaurants in more than 120 countries every day - that is the result of company's 50 year efforts.

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Prada

Prada. Handbags, shoes, clothing. These are the first things coming into mind of average fashionable girl! Prada is the name associated with a Fashion house and just with the woman well-known. What is the history of development and history of success at all.

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Maybelline's story

We know a lot about Maybelline cosmetics, but very little about the company itself. Have you ever thought that the company name derives from the proper name Mabel and Vaseline? Did you know that without Mabel's boyfriend there could be no company at all?

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Event marketing

Event marketing is advertising the product and brand presenting them as sponsors or organizers of some events. Find out more.

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Direct response advertising

Direct response advertising has several centuries of history and rich future perspective with the development of new technologies. Find out about some of its strong and weak sides in this article.

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Caterpillar - reliable and fuel reducing company.

Caterpillar Inc. has been building the world's infrastructure for more than seventy five years. CAT is one of the most famous brands in the world and is a partner of a worldwide dealer network on every continent. Caterpillar is a technology leader and the world's leading manufacturer of construction and mining equipment. It has become famous for its perfect and controlled tech processes, its clean diesel and natural gas engines and industrial gas turbines.

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Is Adidas the best?

Adidas is a name, competing in all spheres of sports on the planet. Adolf Dassler's corporate philosophy made this brand always modern and relevant.

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Accenture. Proven consulting - worth trying to succeed.

Whether your business is Aerospace and Defense, Airline, Automotive, Marketing or High Techs, you need a company you can rely on. If you need business integration solutions for your business, Accenture is the company. Accenture has its headquarters in Illinois and branches all over the world.

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The Art of Marketing.

Small business owners often try to bare million things in their mind. Unfortunately, marketing is not included in the list of "the most important things". Here are a few rules one should follow in order to succeed in this field.

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Coca-Colonisation of the world

Hobble-skirt design of the bottle and the original formula of the drink are not the only components of the success. Marketing ideas of the Coca-Cola Company helped to become a universally recognizable 'American brand'

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New announcements from Nokia

The main idea of Nokia's approach to the development of the mobile phones industry is orientating on the "human technology", where the user is the central and main factor. The official representatives of Nokia underlined that the company pays the greatest attention to the user and his demands, while designing and manufacturing new mobile phones and service solutions.

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Choosing a brand name

Choosing an effective brand name is an important decision for any company-it communicates a great deal, considerably affect­ing brand awareness and brand image.

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Sounds in brand name speak!

Listen, how quick is the sounding of the Alpha Romeo Schigera - the name of an Italian sports automobile. It seems sounds forming this name tear at full speed...like a high-speed automobile does. This phenomenon contributes to the success of the car, doesn't it?

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Hewlett Packard sets up a new record in printing technology

Hewlett Packard, the world known developer and manufacturer of peripherals, laptop and server solutions, announced the new technology in the printer's construction and presented new devices, based on it. HP added several new printers and digital cameras in its range of products.

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Nokia: Brand Personality as Personal Branding

The 'human' branding strategy, focused on customers' relationship made Nokia the eleventh world's most valuable brand and one of the highest-ranked non-US brand five years ago. Welcome to Nokia family!

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American Express - serving 130 countries throughout Earth.

The American Express Company brand associates with the words, like trust, security and quality for a great number of countries all over the world. Perseverance, luck and brains combined, made its development quick and promising. During the last century and a half, clever and energetic people have been paying much effort for this company's success.

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What can Canon do for you?

Canon is one of the brightest digital cameras' stars, headquartered in Tokyo, Japan. Existing and working for 60 years in the world markets, this company started from only an optical laboratory in a third-floor apartment of the Takekawaya Building Tokyo in1933. Its aim was to produce high-grade cameras and it has become the basis of the precise optics, we see at our markets today.

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Brand Name and Generic Drugs? Is it Worth Saving on Health?

Pharmacists are more and more often required to fill theprescriptions with a generic drug instead of a brand-name medicine, whenever one is available, as if there is no difference between them.

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Marketing: Creating Customer Value and Satisfaction

Customer satisfaction is the extent to which a product's perceived performance matches buyer's expectations.

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Market Research: What It Can and Can't Do

Many marketers strive for a complete understanding of the processes by which consumers decide to buy, or not to buy, their products, in order to make better marketing decisions. This belief is based on the assumption that it is possible to discover an underlying pattern and order in human behavior which has the same status as the natural laws of the physical sciences. A great deal of market research is carried out to uncover these fundamental 'laws' of human behavior. This seldom, if ever, makes sense. In spite of all this research, it is absurdly optimistic to expect that a research company, with a research budget of a few tens of thousands of dollars, will be able to develop a reliable theory of carpet buying, or choice of brand of coffee. In other words, what market research cannot do is produce reliable, comprehensive explanations of consumer behavior. What it can do is increase the probability of making correct marketing decisions. What Market Research Can Do Here is what market research can do (this list is derived from David Ogilvy's book Ogilvy on Advertising): 1. To elicit new product ideas from potential consumers. But consumers' perceptions are largely constrained by their past experiences, so it is unrealistic to expect any revolutionary ideas. 2. To generate consumer reactions to a new product when it is still in the conceptual stage. If necessary, several different concepts can be tested and the one with the highest probability of success concentrated on. 3. To determine what formulation, flavour, fragrance, colour and other product features from a range of alternatives appeal most to customers. 4. To find out which of several package designs is likely to sell best and whether people can actually open or use a package. 5. To estimate the potential sales of new products and the advertising expenditures required to achieve maximum profits. In some circumstances research can predict the effect of price changes on product sales and indicate the price that should be charged for a product. 6. To determine how consumers rate it compared with products they are currently buying once a product is ready for market 7. To help to decide the optimum positioning for a product. In other words, how the product fits into the market, what its image is or will be, and who is likely to buy it. 8. To establish what factors are important in purchase decisions, what vocabulary consumers use when talking about products, and what newspapers they read, radio stations they listen to and television programmes they watch. 9. To determine whether advertising communicates what was intended. What each of these tasks has in common is that they all relate to management decisions. In each case market research provides the means of making better management decisions. This in turn implies that management knows what decisions it needs to make and that it is not conducting research in the hope that by fully 'understanding' consumers the solutions to all its problems will somehow become apparent. However, even when market research is decision-oriented, management cannot relinquish its responsibility to manage. Market research is not, and never will be, a substitute for management.

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69 minutes of unlimited advertising

What do you think of the possibility of unlimited advertising, every day, for weeks and months without your ad bothering your consumers?

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The challenges of the international branding

International branding is all about keeping a balance between being global and being local. Brand ideas, values, concepts have to remain unaltered, but the ways to communicate them and to make them relevant to local people have to vary. Values and ideas can be universal, but the communicating methods cannot. This article gives some insight on the international branding secrets and great Global brand examples.

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Examples of a brand communication in positioning

Brand communication in positioning is a crucial process for the brand development. It is carried out through integrated marketing communications with enclosing in the brand advertising an additional psychological value or idea, relevant to the needs and desires of the product consumers. In this article you will find several examples of such brand communication in positioning.

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Examples of brand financial valuation methods

Valuation of the intangible brand assets is the matter of no less importance than the valuation of the tangible ones. Such financial valuation of brands has many benefits to offer. An effective strategic future planning is not always possible without getting such brand valuation. This article gives several examples of some valuation methods. Find out more.

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The importance of reputation of company

A reputation of a company is its important and valuable asset. A positive one may bring many benefits to a company, when a negative one may significantly harm it. A company reputation is closely tied up with its stakeholders' emotional beliefs about it. In this article you will find out about some key factors of the reputation, its relation to the company's stakeholders and its consequences of an organization.

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Developing a brand attachment

Brand attachment is what you compete for. It is crucial not only to get your target customers make a purchase from you, but also to make them sympathize with your brand. People are often inclined to endow things with human characteristics and emotions. That is exactly what you want them to do. Make your brand more personal and you will get a chance to win your customers' life long loyalty and passion.

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Several clues on designing brand identity

Designing a brand identity is important to remember the key part of visual elements in it. A visual language of the brand identity design can help to differentiate your brand from all the others and add more personality to it. A good brand identity design significantly improves the brand's communication. In this article you will find out some clues on using those secondary visual elements in the brand identity design.

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Three areas of brand franchise implementation.

There are several benefits one can derive from gaining more information on a brand franchise. One of them is increasing your companies' franchise value; another one is getting a good franchise for starting your business. Next one is making a good investment into the high level brand franchise value companies. If you are interested at least in one of those areas of the brand franchise read on.

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Using brand image for new business solutions

Branding offers various effective solutions for small and large companies. Those are the solutions many strive for. If you think branding is not for you, read this article. You will find here some steps to improve your company brand image and to benefit from it. Obtaining more knowledge and especially about branding is always a good investment of your time and money.

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Researching blogs for brand insights

Such internet communication as blogs, chats or message boards can provide a quantity of useful information and brand insights. Due to the large amount of such online communication screening, it becomes a difficult task to accomplish. However, such source of customer feedback information remains cheaper than many other ways of researching it. Find out some clues on blog brand insights from this article.

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Ins and outs of branding in Asia

Asian market and branding in Asia offer many great business opportunities and many challenges to cope with. Asia market is one of the fast growing and prospective markets with many still unclaimed territories. It proposes vast opportunities for manufacturers and for retailers. The endeavor of winning that market is the one that is well worth trying.

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Several clues on building a brand relationship

Building a brand relationship is a key factor in running a successful business. Interactivity and a personalized approach in advertising and product promotion has become a necessity in our modern world market conditions. Building a true brand relationship with your customers will allow you to save your funds and stay in business. In this article you will discover several recommendations on how these relationships can be built and sustained.

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Four clues on sustaining brands

Sustaining brands is an important and a challenging task. Brands are very much like humans; they have their history, personality, image, identity and value. If they are not sustained and are not properly developed, they start to stagnate and diminish. From this article you will find out several things about sustaining brands, about the things that should be done or should be avoided in the process.

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Online advertising brand solutions

The online world offers various advertising brand solutions. Most special small business owners long to get some practical solutions, rather than some strong impressions. Several of them are listed in this article. Knowing them will help you to choose the best sites with the best offers for your business promotion and advertising. Learn more and gain more returns on your advertising investments.

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Developing brand affinity through social activities and charity

In this article you will find out about the role that social activities, responsibility and charity take in developing a brand affinity. Researches clearly show that most consumers are better pleased with using products of brands that are involved in such social activities. A positive corporate reputation and living up to high moral standards may only increase a brand value and build up customers' positive associations and loyalty.

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Creating brand insights

Creating a brand is a necessity of modern business. The intangible value of brands frequently exceeds the tangible value of companies. Crating a relevant and edge-cutting brand design is a vital component of the companies' survival strategy. Learning more about the customers' perceptions and future society trends can help them to create relevant brand propositions.

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The importance of brand evaluation for brand profits

Brand intangible assets require no less attention and management than tangible assets of the companies. To receive high brand profits and returns on investments into the brands' creation and promotion, we need to evaluate our brands, to do all possible things to prosper them, and then to obtain the most out of the opportunities they offer us for producing profits.

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Internet strategic planning ideas

Strategic planning is crucial for brand development and promotion. There are several approaches to it. The key issue about promoting brands online and on the Global market is preserving and communicating the brands' personality and image. In this article you can read about two different approaches to the Internet strategic planning and the use of the brand attributes.

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Several clues on online brand marketing

Brand marketing is no longer a simply one of the good and desired things to have. It is a necessity and especially for the companies that enter the Global market. It is not enough to produce a good and high quality product. You have to have a name, a personality, you have to have ideas and values that stand behind that name. In this article you will find out about some clues on running business online and implementing the brand marketing in your business.

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Two aspects of the brand equity foundation

A brand equity foundation has two different aspects in it: the tangible and the intangible one. From this article you will find out more about the key part each of them plays in the building up a brand value and brand relationship with its stakeholders. The presence of these two aspects makes a company more stable and able to survive in the present day business environment.

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Brand positioning benefits for customer and for b2b markets

Brand positioning benefits many. Branding, and positioning as its key part, has become a modern business necessity. Brand positioning benefits are derived from the brand value proposition and the brand positioning statement of a company. They may vary, depending on a market you choose to work in. You will find out what works better for the customer and for the b2b markets in this article.

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You want to create infomercial - learn how to do it

If you think you have a great product that can be effectively demonstrated on TV and, thus, it has a potential to be sold at a price, considerably higher than its cost, then an infomercial is exactly what you need to market the product. If you do not have any slightest idea what it is, do not feel upset about it and find out.

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Some facts about online audience measurement

As the number of Internet users steadily grows, tracking the Internet surfing behavior across all digital media is becoming increasingly important to the success and growth of the internet-based businesses. There are several organizations that provide information on the Internet access and usage tendencies. Which one to choose to increase the profitability of the online business?

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Learn more about TV broadcast planning and buying

TV broadcast belongs to media and, as all media categories, it needs a thorough planning. Media buyers help to identify the pros and cons of various advertising media in every individual case; still it is highly advisable to learn the key planning and buying criteria to control the whole process, done by the professionals.

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Direct response television vs direct response radio

Radio is similar to television - they both belong to the electronic media, they are popular with people and thus, reach many people on a weekly basis. Television perfectly suits direct response marketing needs due to both: the power of television and the accuracy of direct marketing, however, can radio boast of its potential to generate the consumer's reaction the way the TV does?

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Brief overview of aerial ads - get to know

Aerial ads are especially effective for building brand awareness, as their idea is based on human curiosity - when flying advertising banners appear over our heads, we gaze on a hunch at them with interest and our desire to read the message seems to be irresistible. Thus, what is needed more for any product to be noticed and remembered?

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Build a strong media planning strategy

Media planning is a process of media time and space selecting for the purpose of advertising as part of a marketing strategic plan. This notion comprises setting clear-cut objectives and developing a planning strategy, as well as tactics. Media strategies may be quite different, though they are alike in one thing - their goal.

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Media content analysis compared to other audience research techniques

Through a media analysis, companies can track important commercial issues and effectiveness of their campaigns within consumers. Moreover, a media content analysis enables them to build effective strategies in the future, focusing on a likely consumer behavior and attitudes. Its major advantage is that it is a non-intrusive method that allows a research of various contents over a long period of time that makes it more precise and full.

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Advantages of transit advertising in the light of its negatives

Transit advertising is a form of advertising that reaches people, who use public transport. It includes ads, placed on buses, as well as on the other vehicles and can be seen in transit stations. This article briefly reveals the notion of transit advertising, its types, advantages versus disadvantages and core strategies to follow if you want to create an effective transit advertisement.

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