The doping scandal has dragged the Olympic brand through the mud – and making it shine again will be no easy task.
Articles on Branding
Displaying 121 - 140 of 168 articles
The IOC is incredibly protective of the Olympic brand. The rings, Rio 2016, and even the flame are all heavily guarded.
Advertising complaints hit 37,000 in the UK last year, but companies keep chancing their arm.
At first, it seems like IS has an image perfect for driving recruitment – but in fact, its image has very limited appeal.
Pope Francis’ mercy mission to a migrant camp in Lesbos is another effort to rescue the tarnished and failing brand of Catholicism.
Putting the purchasing public at the heart of your business is getting harder and harder as technology drives ever more interaction.
Donald Trump’s support among Republican voters has remained strong even as he has disparaged a variety of groups. Will his support from his business partners do the same?
Research suggests that universities in South Africa haven’t paid much attention to the potential harm that social media could cause - and the benefits it could create.
Advertising takeovers and creative forms of disobedience are some of the few means left to contest who is allowed to maintain a public voice at COP21.
According to a pornography historian, Playboy was always able to stay above the fray because nudity was never central to its brand.
The short and long-term impact of hosting the Rugby World Cup for the whole of the UK.
The next film in the Star Wars franchise, The Force Awakens, comes out in December. But promotion has already started with all manner of tie-in products up for sale.
It’s not necessarily the redesign that matters – it’s when and how you unveil it.
Offensive marketing is a strategy of making ads that shock and awe people in a good way. But sometimes they end up being just plain offensive.
Canadian tennis star Eugenie Bouchard has topped the list of most marketable athletes.
The use of logos is a relatively recent development in American campaigns. Now, they’re more important than ever before.
Islamic State’s corporate branding is drawing droves of young people to fight its cause. It’s enough to make any ad agency envious.
Not in terms of the Kardashian-style “personal brands” in vogue these days, but by using the practice’s core principles to make leaders better and more mindful of diversity.
There do not appear to have been any exclamations of “Je suis Torben” on social media over the last few weeks. This suggests that, in spite of the tragic and abhorrent events that have recently hit Paris…
Many years ago, I asked an MBA student from far beyond these shores if people in his country understood that he was studying at a post-1992 university rather than the much older and more prestigious one…
Top contributors
-
Lecturer in Marketing, Research School of Management, Australian National University
-
Professor of AfroEurasian Sport, EM Lyon Business School
-
Senior Lecturer in Marketing, University of Nottingham
-
Assistant Professor, Faculty of Business, University of New Brunswick
-
Professor of Marketing, University of Southampton
-
Professor of Intellectual Property Law, City St George's, University of London
-
Emeritus Professor of Marketing, University of Birmingham
-
Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
-
Professor of Operations Research, Brock University
-
Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
-
Professor, Kedge Business School
-
Professor of Marketing, Royal Holloway, University of London
-
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
-
Professor in Marketing, Charles Darwin University
-
Professeur en marketing, EM Lyon Business School