Academics from Cardiff and Stanford Universities reviewed current marketing research focused on the consequences of misinformation spread. "Between brand attacks and broader narratives: How direct and indirect misinformation ...
Economics & Business
Dec 7, 2023
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1
New flavors, scents, or formulations—we see them every day on the supermarket shelf. Despite line extensions being among the most common strategies to build a brand, they're expensive, risky, and come with an average fail ...
Economics & Business
Nov 16, 2023
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1
For decades, marketers of consumer goods designed highly adorned packages, deploying bold colors, snazzy text, cartoons and illustrations to seize the attention of shoppers. Conventional wisdom held that with thousands of ...
Economics & Business
Nov 10, 2023
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7
Researchers from McGill University, Dartmouth College, and Universidad de Salamanca published a new Journal of Marketing study that explores the complex trade-offs in dual branding.
Social Sciences
Nov 8, 2023
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14
There's a good reason those Budweiser Clydesdale commercials are viewer favorites—they ooze nostalgia.
Social Sciences
Oct 30, 2023
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1
The effect of different cultural characteristics can affect the relationships consumers using social media have with different brands, according to research published in the International Journal of Electronic Marketing and ...
Social Sciences
Oct 26, 2023
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5
Especially in times of economic crisis, companies frequently lay off employees. In the short term, this can reduce costs—but what consequences does this measure have for a company's brand? A new study by researchers from ...
Economics & Business
Oct 23, 2023
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23
Research in the International Journal of Technology Enhanced Learning has investigated the phenomenon of cancel culture and homed in on the emerging problem for companies of "brand cancellation." The work sheds light on the ...
Social Sciences
Oct 16, 2023
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0
Researchers from Erasmus School of Economics at Erasmus University Rotterdam, KU Leuven, Universität zu Lübeck, Christian-Albrechts-Universität zu Kiel, and FoodLabs published a new Journal of Marketing article that investigates ...
Economics & Business
Oct 12, 2023
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1
As Canadians grapple with the rising cost of living, many consumers are reevaluating their daily choices and purchase habits. The cost of groceries is forcing many households to make difficult decisions, like having to choose ...
Economics & Business
Oct 12, 2023
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The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."
A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity — it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.
In the automotive industry, the terms marque or make are often used to denote a brand of motor vehicle.
A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.
This text uses material from Wikipedia, licensed under CC BY-SA
