Branding

Development of a brand through trade mark protection

Branding of a product is important for both buyers and sellers. For buyers, branding reduces the random...

Creating and launching a new product range

When consumers decide to buy something, they not only want to know what they are buying, they...

Revolution in retailing

The use of technology in the retailing environment has created a massive change in expectations about how...

Building a single brand

We are all familiar with Coca-Cola, Nike, Heinz, Shell and many other strong global brands. But what...

Supporting superbrands: The Role Of High-Tech Suppliers

Producers of internationally known high performance products depend heavily on their materials and components suppliers. These suppliers...

Using planning analysts at the centre of brand development

In a competitive market, the organisations most likely to meet their objectives are those that are capable...

The healthy eating brand

It is the ability to satisfy customers that marks the difference between the successful and the unsuccessful...

Hula Hoops emphasising the core values of the brand

United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and...

Building brand equity

Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions...

Corporate versus product branding

This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely...

Building a fashionable brand image

Perceptions are the ways in which consumers see and interpret information about objects such as brands and...

The importance of cause related marketing

This case study examines an exciting new product idea from Australia - the Yowie - and shows...

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