Brand name and length In many articles written about brand naming there is a mistaken piece of guidance along the lines of "a brand name should be short." Why should a brand name be short? [...]
A brand name should be described not as "good" or "bad," but as "right" or "wrong." Because a brand name is a company's most important item of investment, and it is very important that this [...]
Determining a brand name is becoming an increasingly difficult process, one that draws more and more on expertise.So what do you need to watch out for when determining a brand name? Finding the right brand [...]
Positioning theory is built on some very fundamental cognitive structures of human beings. When we want to set out a strategy for a brand, relativity offers us an easier way to segment and a stronger [...]
The relationship between fashion and brand is at the same time a struggle… Fashion and brand are two separate concepts that support each other yet work by opposing parameters. Let's start with the concept of [...]
Goldfish Leading School --- Image by © David Aubrey/Corbis Hello. Lately we have had to put a lot of thought into leader-brand-strategy cases. There are big differences between the strategies of leader [...]
Brand extension shows up as a problem to be solved once a brand reaches a certain size. The famous marketing guru Al Ries says: "The more you extend a brand, the weaker it becomes." It [...]
Brand personality is an important and differentiating brand element — the idealized version of personalities. When it comes to the person-brand, though, the situation is reversed. Just as a brand's awareness, perceived quality, brand associations [...]