Over 80 years ago, Hormel Foods introduced a simple, canned meat product called Spam. It would go on to become one of the greatest marketing success stories of all time.
Articles on Branding
Displaying 101 - 120 of 168 articles
Brands affect how products are perceived. The same is true of our names, making them our personal brands.
Have American companies just been given the green light to deploy “edgy” branding that goes way too far?
Charging consumers different prices for the same service is actually a very common practice called “price discrimination”.
As companies strive to take advantage of the selfie phenomenon, they’re also realizing that consumers’ self-portraits constitute a whole new form of brand co-creation.
The cosy relationship between big sporting events and alcohol brands flexes too much muscle – and young people are suffering for it.
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins.
Facing international competition to attract people, jobs and firms, cities are branding themselves. But to succeed they must identify key values and address the question of identity.
Who’s really running this famous race?
Wells Fargo and United Airlines have both been facing an onslaught of negative publicity and will have a tough time restoring trust with their customers. Here’s a good place to start.
A significant portion of small business failures are caused by branding mistakes and owners who don’t understand the importance of branding. Here are the common mistakes.
Cigarette brands present images of slender, stylish women and strong, independent men. Plain packaging breaks this positive brand identity for some smokers.
Businesses were top dog when it came to branding but popular politics show there’s a new player in town.
Big tobacco companies have found a way around plain packaging with clever marketing techniques that undermine Australian regulations.
Sell-out product ‘drops’ are the new way that brands get millennials hooked on their goods.
How did K come to be used more often in brand names than would be expected by chance?
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In part two of our podcast on rebooting, we explore what would happen if humanity was wiped out, take a look at a political comeback in France, and get a taste of a revamped US institution.
If your city has a team with a Native American mascot, you’re more likely to hold stereotypical views of Native people.
Companies seem obsessed these days with getting you to ‘like’ them. But what does that really mean?
Olympic organizers are known for fiercely protecting their many related trademarks. It helps maintain their value – but to whose advantage?
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