TikTok was once the realm of teenagers dancing and cute animal clips. But as the platform has grown in popularity, so too has it’s usefulness as a political too, but there are pitfalls to avoid.
Articles on Branding
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As the market continues to evolve and consumers become more discerning about the products they buy, the success of celebrity brands requires more than just star power these days.
For the first time, players will be permitted to wear Guardian Caps over their helmets during regular season games.
And will it help or harm them? As the looming US presidential election brings these questions into sharper focus, here are some things companies should keep in mind.
Famous people are becoming entrepreneurs rather than just being the face of big brands.
There are gold, silver and bronze levels of corporate involvement.
What makes the Olympics’ five rings such a powerful brand, and do they deliver value for host nations?
The International Olympic Committee has recognised that athletes use their social media accounts to build their personal brands.
Product placement has been allowed on UK TV for more than a decade, but changing viewer habits mean it’s only recently come into its own as a revenue stream.
Branding experts have long used visual cues to communicate with consumers – but the rising cost of living is changing the nature of their messaging.
The AFL’s newest team, the Tasmania Devils, launched on Monday night, drawing on its rich football history in a blaze of myrtle green, primrose yellow and rose red.
Kylian Mbappé has secured a commercial trademark for his celebration pose, and is looking to protect his name and quotes too.
Taylor Swift is everywhere right now – but could that dent her popularity?
Preachy commercials do not go down well when big brands are suspected of disingenuous motives and virtue signalling.
The virality of Elmo’s X post showcases how fictional characters are turning into influencers.
Should luxury brands display their logo on everything?
Trust in brands may be eroded as awareness of misinformation increases according to new research.
Of course the NFL is embracing Taylor Swift.
Once a cornerstone for many food retailers, brand loyalty is eroding as consumers prioritize cost savings over long-term brand relationships.
New features on Apple iOS 17 aim to give users insights into their mental health, but they may also shape how people see themselves.
Top contributors
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Lecturer in Marketing, Research School of Management, Australian National University
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Professor of AfroEurasian Sport, EM Lyon Business School
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Senior Lecturer in Marketing, University of Nottingham
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Assistant Professor, Faculty of Business, University of New Brunswick
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Professor of Marketing, University of Southampton
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Professor of Intellectual Property Law, City St George's, University of London
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Emeritus Professor of Marketing, University of Birmingham
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor of Operations Research, Brock University
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Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
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Professor, Kedge Business School
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Professor of Marketing, Royal Holloway, University of London
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Professeur senior d’analyse financière, d’audit et de risk management - Directrice de Programme pour le MSc Fashion Design & Luxury Management- Responsable de la spécialisation MBA "Brand & Luxury Management", GEM
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Professor in Marketing, Charles Darwin University
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Professeur en marketing, EM Lyon Business School