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ARTICLES & VIEWS
selections from across the web...

How Consumers Value Global Brands
What do consumers expect of global brands? Does it hurt to be an American brand? HBS professor John A. Quelch identifies the three characteristics consumers look for to make purchase decisions.
see also:
Second Acts for Old Brands
source: HBS Working Knowledge

Brandsploitation: A New Genre in Film
The good, the bad, the ugly: A clear-eyed romp through the product placement hype.
source: brandchannel.com

The Web Influences Brand, Offline Sales (PDF)
The latest multichannel shopping survey from Dieringer Research Group (DRG) reveals that one out of four U.S. consumers now says that online information has changed their brand perceptions during the past year. “This data clearly contradicts those who argue that the Internet does not seriously affect brand perceptions,” says Pam Renick executive vice president of The Dieringer Research Group. “We see overwhelming evidence that online content not only impacts brands but also drives traffic both to retail stores and to financial service branches and insurance agent offices.”
source: Dieringer Research

Brands Rise from the Dead
Atari and Iridium. Dead brands come back to life?
see also: News Outlets Plug into New Markets
source: brandchannel.com

The Gonzo Way of Branding
Billionaire Richard Branson has thrived by breaking the rules. Now he's tackling his greatest challenge, setting his sights on the United States and a new airline. He's testing himself and the limits of the Virgin brand. Can he pull it off? No, says Al Ries...

source: FastCompany.com

The Vending Machine is Back…
And it’s more versatile than ever. Comfort, convenience and ease are three yardsticks for measuring whether your brand can succeed in this re-emerging channel. see also: What packaging approaches work around the world?
source: Brand Packaging

The Long Tail
Forget squeezing millions from a few megahits at the top of the charts. The future of entertainment is in the millions of niche markets at the shallow end of the bitstream.
source: Wired

IKEA targeting Hispanics
Ikea plans to roll out its Spanish-language marketing initiative in cities with large Hispanic populations: the Phoenix area; New York; Los Angeles; Chicago; San Francisco; and New Haven, Conn.

source: Arizona Republic

Brand Power from Wedgwood to Dell
What can we learn from the lives of six masterful entrepreneurs from 1759 through the present day? Lots, according to HBS professor Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell, explains in a two-part conversation about her book.
Part One
| Part Two
source: HBS Working Knowledge

On the Web, Branding Is Back
Big advertisers see real promise in video-style ads. Trouble is, in this niche, results can be hard to quantify.

source: Business Week

New flavor for 7-Eleven?
The King of slurpees and Big Bite hot dogs may be on the verge of an extreme makeover.
source: CNNMoney

The Rise (and Rise) of Viagra: An Interview with Meika Loe by Eva Steele-Saccio
How the little blue pill has redefined masculinity -- and not for the better -- while Pfizer laughs all the way to the bank.
source: Mother Jones

New Priests for the New Religion: Consumerism by Douglas Atkins
The author of The Culting of Brands says:
"Brands are beliefs. They have followers. There are rituals, hierarchies, prophets and churches devoted to brand worship. This claim would seem absurd if simply spoken by a brand manager too taken with his or her role..."
source: Cultingofbrands.com

Brand Marketing: Guinness How do you refresh a 243-year-old brand?
By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community.
source: FastCompany.com

The Lost Boys
Thirty seconds so you can try to sell me something? Outta here. How the 18-34 male is reinventing advertising.

source: Wired

Peter Sealey: Cleaning Up Brand Clutter
With 35 varieties of bagels, 66 subbrands of GM cars, and more than 13,000 mutual funds, American consumers are suffering a severe case of brand overload. Marketing guru Peter Sealey has a tough-love cure: "simplicity marketing."
source: FastCompany.com

Mapping a Country's Future
Country Branding? Many think a country, place or region constitutes a brand, and not a few countries are currently working on strategies to spruce up their brand images.
source: brandchannel.com


Technical Reports

Negativity and Positivity Biases in Product Evaluations: The Impact of Consumer Goals and Prior Attitudes Ashok Lalwani

Linking Consumer-Based Brand Equity to Market Performance: An Integrated Approach to Brand Equity Management Ben Kartono, Vithala R. Rao

Producing a Measure of Brand Equity by Decomposing Brand Beliefs Into Brand and Attribute Sources Randle D. Raggio, Robert P. Leone

The Long-term Effect of Marketing Strategy on Brand Performance Carl Mela, M. Berk Ataman, Harald J. van Heerde

Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder? Cem Badahir, Sundar G. Bharadwaj, Rajendra K. Srivastava

Personalization versus Privacy: New Exchange Relationships on the Web Ramnath K. Chellappa, Raymond G. Sin

Price-formats as Sources of Price Dispersion: A Study of Online and Offline Prices in the Domestic US Airline Markets Ramnath K. Chellappa, Raymond G. Sin, S. Siddarth

Advertising, Research and Development and Variability of Cash Flow and Shareholder Value Maria Merino, Raji Srinivasan, and Rajendra K. Srivastava

Market-Based Assets and Capabilities, Business Processes, and Financial Performance Sridhar N. Ramaswami, Rajendra Srivastava, & Mukesh Bhargava

Linking Marketing Metrics to Financial Performance Rajendra Srivastava, David J. Reibstein and Yogesh V. Joshi

Accounting Standards, the Valuing of Intangibles and Implications for Marketing in Australia Patricia Stanton and John Stanton

Asymmetric New Product Development Alliance: Are the Gains Symmetric Across the Partners? Kartik Kalaignanam, Venkatesh Shankar, Rajan P. Varadarajan

New Product Preannouncements and Shareholder Value: Don’t Make Promises You Can’t Keep Alina Sorescu, Venkatesh Shankar, Tarun Kushwaha

Modeling Consumer Choice via Aggregate Generalized Nested Logit: An Application to the Lodging Industry Sriram Venkataraman, Vrinda Kadiyali

Customer Equity: An Integral Part of Financial Reporting? Thorsten Wiesel, Bernd Skiera, Julian Villanueva

Linking Customer Metrics to Shareholder Value for Firms with Contractual Relationships Thorsten Wiesel, Bernd Skiera

Dual Distribution and Intangible Firm Value: Franchising in Restaurant Chains Raji Srinivasan

Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets S. Sriram, Pradeep K. Chintagunta, Ramya Neelamegham

Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable S. Sriram, Manohar U. Kalwani

ZIBS Blog

Branding insights from ZIBS team members and guest bloggers:

- M&A and the Valuation Impact of Brand Essence
- Branding your run
- How to get people all riled up
- Art and Branding: A Collision in the Desert
- Process Makes Perfect: A is for Apple, B is for Beatles, M is for Marriott
- Can John Hopkins be beautiful?
- Assessing the Best in Viral Marketing
- Living the Brand
- Internal Branding: Simulate to Emulate
- Floats like a butterfly, stings like a Jollibee?
- Brand Incongruity: The Movies, The Stars, and The Bucks
- The Start of Something: The ZIBS Blog

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