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Branding
Branding strategies to create value
The ultimate aim of any business is survival. At least five groups want to see a company not only survive but flourish: its shareholders,...
The importance of building a strong brand image
In the modern business world, an organisation’s brand image can be as important as the goods or services it produces. A strong brand image...
Creating a new and exciting brand Café Cadbury
Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety of well known distinctive products including Flake,...
Building on a brand
HMV has one of the world's most instantly recognisable trademarks and its name is inextricably linked with the history of recorded music. Few, if...
Developing a partnership to support the interests of young people
One of the most critical times for young people is when they have their first opportunity to leave school. Although leaving school at 16...
Brand repositioning and communications
Research
Market and product research lie at the heart of any successful business. Market research involves talking to customers to find out what they want...
Building a brand in order to sustain its life cycle
Preparing to make a strategic change
Before committing resources to creating the family of All-Bran brands, Kellogg needed to conduct research to discover whether a...
How a brand promise drives change in a multinational organisation
Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that...