In practice, brand architecture development is not an either/or decision, and the full brand spectrum should be considered.Brand architecture examplescan provide useful insight into strategic alternatives. A Trend Toward a Branded House Strategy Approach A best practice in brand architecture management i...
Perhaps you operate a House of Brands but are finding that more consumers are building trust with your parent brand, and a Branded House may make more sense. Or maybe you’re just starting out and aren’t sure what style and strategy works for your business and the people you serve. Wher...
textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a "one size fits all" city brand, which ...
The minimalist’s perfect dream getaway is located just above a two-story MUJI outlet, reflecting its brand positioning strategy. Upon entering one of the rooms, one will be embraced with all things MUJI. From the comforting bedding to the sleek toothbrushes, the clean bathro...
Questioning a "one size fits all" city brand: Developing a branded house strategy for place brand management. J. Place Manag. Dev. 2017, 10, 270-287. [CrossRef]Zenker S. (2017), Questioning a "one size fits all" city brand: Developing a branded house strategy for place brand ...
Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management - Author: Sebastian Zenker, Erik Braun
1. Diversify your marketing strategy A robust marketing strategy integrates different forms of marketing material. By integrating branded content into your marketing approach, you can avoid the redundancy of, for instance, typical pay-per-click (PPC) ads and present your brand from a fresh perspecti...
There’s no one brand video type to rule them all. They all work together within a greater video strategy that’s meant to explore different goals, viewer intent, and business units. 1. Product videos Product videos can serve several purposes, but the central point remains the same: They ...
Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering… IMC Licensing October 7, 2014 Read More The rise of consumer as chief storyteller – and brands’ new supporting role The beginning of the end of...
What I love about a referral contest like this is that Poof can promote it to their Fans on Facebook to drive Friends of Fans to enter. And their product/target market works really with a referral strategy. Not every business will be able to reliably sell to “friends of friends.” Poof...