Nestle’s experience explains why the Coon deliberations are taking so long.
Articles on Branding
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According to new research, the demand for products with cultural connotations can result from an appreciation of the culture in question, a desire for discovery… and its simple omnipresence.
The government needs the public to heed its public health messages if it’s going to control the second wave.
When you ask Americans what the word ‘science’ brings to mind, a majority respond ‘hope.’ Using this built-in brand can help communicate important science messages.
The prime minister has sought to shed his joker image to become a serious leader, but has ended up with a curious hybrid that works for no one.
Instagram remains a key marketing platform for tobacco companies.
An acceleration of digital development, of the second-hand market and of concentration movements are notably to be expected in the sector.
English football has woven itself into the lives of Ghanaian fans with a smart strategy.
Sunscreens’ change in branding from health essential to beauty product could help us slop on more cream - but it also creates more ‘beauty work’ for women.
Forced into selling his own merchandise to stop others doing the same, the artist could end up facing other similar challenges because he trademarks rather than copyrights his artworks.
Visual arts and performance have always been central to protest movements - but the unified branding of Extinction Rebellion shows a new approach to activism.
To celebrate National Vodka Day, a food historian debunks myths and highlights unknown facts about one of America’s favorite liquors.
As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.
Today, companies often take stances on social issues. A professor of brand responsibility compares ally brands with advocates.
The high court struck down a ban on trademarking ‘immoral’ or ‘scandalous’ words and symbols. A trademark scholar explains why that’s a good thing.
Companies have an opportunity to reframe brand communications from the promotion of conspicuous consumption to becoming a regenerative force in urban economies.
Google, Amazon and other powerful groups are renaming American cities and neighborhoods. That may make the area more appealing to newcomers – but, in many cases, residents aren’t happy.
Many major luxury goods firms have long made place a key part of their identity, and a visit to a traditional silk-weaving centre in Vietnam shows that the approach could work for small firms too.
Has the relationship between the Trump brand and the US president’s politics gone too far?
Through their text and graphic design, business-school logos are signs that “speak” to their stakeholders and the public at large, communicating identity, values and promises.
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