TITLE

Is Brand Marketing Dead?

AUTHOR(S)
Muldoon, Katie
PUB. DATE
October 2005
SOURCE
Direct;10/1/2005, Vol. 17 Issue 13, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the reduction in the effectiveness of brand marketing. Dependence of brands on marketing for its existence; Reasons for the ineffectiveness of brand marketing; Ways to improve sales marketing; Success of the marketing strategy made by Chico's apparel.
ACCESSION #
18473831

 

Related Articles

  • Buying Into Brand Marketing: Shaping Your Perceptions.  // Buying Into Brand Marketing: Shaping Your Perceptions;2014, p1 

    Video length: 7 minutes 35 seconds. Hundreds of our daily decisions are influenced by brand marketing. Discover what a brand is and how marketing shapes its identity. Learn about brand strategy, positioning and messaging--and see them in action. Helpful tips show how to look beyond the brand to...

  • How Geographic Variation Persists: Comments on “Consumer Packaged Goods in the United States: National Brands, Local Branding”. Kruger, Michael W // Journal of Marketing Research (JMR);Feb2007, Vol. 44 Issue 1, p21 

    There are ample reasons that geographic variation in brand share persists. This comment highlights intentional strategies and feedback loops. Trade promotion, advertising, coupons, and special events are likely to be differentially allocated on the basis of market position and may have different...

  • Killer brands: what makes them tick? McAtamney, Peter // Australian & New Zealand Grapegrower & Winemaker;2008, Issue 538, p129 

    The article presents a discussion about successful marketing of wine brands. it is noted that all successful wine brands are positioned in a way that is against what consumers want from the product. According to a research conducted by the author, an example of which is Freixenet which gave...

  • BRAND EXTENSION. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p18 

    A definition of the term "brand extension" is presented. It refers to the use of an established brand name on goods or services that are not related to the core brand. It is mentioned that to leverage the equity built in its brands, firms will often enter new markets using a brand extension...

  • THE BASIS AND CONTEXT FOR MARKETING: Using Branding to Make Your Mark(et): What Lessons Leaders Can Learn for Library and Information Science. Shaffer, Roberta I.; Owens, Irene // Strategic Marketing in Library & Information Science;2002, Issue 28, p81 

    Branding, in its current marketplace meaning, embodies the tangible and intangible aspects of a product, service or entity. Designated internal attributes define the brand. Then, public relations, marketing, and advertising define the brand externally. The brand will not thrive if the internal...

  • BRAND IMAGE CONCEPTUALIZATION: THE ROLE OF MARKETING COMMUNICATION. Bivainienė, Lina // Economics & Management;2007, p304 

    The article is organized in five parts. The first part presents an introduction of the research problem, the aim and the objectives formulated. Science literature on marketing has provided analysis of brand image conception, brand equity, brand extension, brand identity, brand positioning....

  • Comfortably creme. Hosea, Maeve // Brand Strategy;Oct2006, Issue 206, p20 

    The article looks into the longevity and market positioning of Nivea, a popular skin care brand. Nivea has always looked good because its appearance is safely classic. Likewise, its advertising campaigns continuously reference consumer desires for health, nature, and care. Nivea is now number...

  • Is premium branding dead?  // Brand Strategy;Oct2006, Issue 206, p30 

    The article examines the state-of-the-art branding of the sports industry. The value of the industry ranges from $100 billion to $375 billion, with the market expected to escalate as sport grows around the globe. It is noted that winning is the only one factor in the sports branding mix. Sports...

  • The Value of a Brand. Dukes, Anthony J. // Phi Kappa Phi Forum;Summer2004, Vol. 84 Issue 3, p4 

    Elaborates the business value of branding. Benefit from brands; Importance of establishing a solid brand name; Impact of the conviction of entrepreneur Martha Stewart.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics