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Publications - Branding

On this site we have compiled a variety of papers from the and from our valued partners that focus on branding. They cover topics like:

● Building Brands
● Naming Issues
● Branding Services
● Brand Management
● Branding for Different Types of Products

   More writings from the at
   Eddielogic - The Blog on Strategy and Management

Branding Services
by Dagmar Recklies
This report will initially give a short overview of some general concepts of branding, especially definitions, benefits and types of brands.
Whilst most literature relates to branding for goods, the second part of this report focuses on issues for branding professional services, especially the accounting and consulting industry. The author will relate the approaches this industry currently takes to the relevant theory.
October 1999


Brand Strategy (A Constant in a World of Change)
By Jerry W. Thomas
A marketing research practitioner -- and innovator -- for more than 40 years, Jerry describes in his article exactly what branding is, how it began and how it can be measured. “Very often a firm’s brands, if we could accurately measure their monetary value, would dwarf other assets listed on its balance sheet,’’ Jerry says in his article. “A brand strategy is a blueprint to build the market value and the financial value of a brand over the long-term. It’s a compass to guide the brand through the stormy seas of economic upheaval and competitive onslaught.’’
Measuring a brand requires various strategies, each of which Jerry explains in detail. "Regardless of the research methods, the final step is condensing all of the research knowledge about the brand into brand strategy concepts,'' Jerry writes. "These concepts are then tested among the target market to identify the brand strategy that most resonates with the target audience. The winning brand strategy concept becomes the blueprint for all commercials and ads, and the template for all brand planning and brand decisions.''
Branding in the Digital and Social Media Age 
By Jean-Claude Saade
Every era brings a new set of challenges and opportunities. The current explosion of the digital space and social media has deeply affected the marketing scene and how brands are behaving. We wonder whether the core principles of branding have also changed.


Fall from Grace
By Jean-Claude Saade
Like people, brands make mistakes. But their mistakes are much bigger because they reach millions of people and might destroy the image of the brand leading to a phenomenal fall from grace. This is a paper about brands loosing status, respect, and prestige and how to avoid it.


Brand Vanity
By Jean-Claude Saade
“Vanity is my favorite sin” – says John Milton – the “Devil played by Al Pacino – in the Devil’s Advocate. To put this in a branding perspective, we need to examine the role of Brand Vanity in the current economic crisis. Taking the necessary learning and corrections will be necessary for the recovery. Is Vanity the worst sin a brand or a company can make? Is this related to the very high prices that many brands and businesses have already paid during the groundbreaking events of the past year? More importantly; how to recognize Brand Vanity and deal with it?


Before & After
By Jean-Claude Saade
The proof is in the Brand Experience. Have you ever compared the image you had about a brand, a company or a person Before and After dealing with them, believing their promises and buying their products? – Will they keep their positive aura?


Real Estate Branding
By Jean-Claude Saade
Although the core underlying principles are always the same, branding in the real estate business is facing its own challenges and has found special creative ways to deal with them. In certain markets where this sector is now developing in an unprecedented way due to a number of economic and conjuncture reasons, being aware of certain concepts and dynamics about real estate branding might be priceless to real estate developers. At a time where the effects of the US credit crunch have not reached all markets, being prepared by building a strong brand could be the best strategy facing any possible real estate recession.


The Museums of Branding
By Naseem Javed
All over the world, with so many different meanings and perceptions of the word "branding", it appears that it has lost its true meaning; the terminology is more like a walk through a museum with a glorious past. Loose words like "economy" carry different meanings that speak differently to different people. To some, economy may refer to money, while to others, it means jobs, whereas for some, it's the thing causing climate change. Hold it right there. Branding gets even more adventurous. To many it's about having a business card with psychedelic logo, all the way to the polishing of doorknobs to improve an image, while to others; it's about getting ahead of the economy.


The Seven Doors
by Jean-Claude Saade
Brands entering the consumers’ world are exactly like building human relationships – let’s take friendship as a positive example. To become friend with other people, certain similarities and common grounds will come to play a bonding role; in the absence of these common grounds or doors, the relationship will be difficult and eventually nonexistent. In building relationships with consumers, brands need to enter from the 7 doors of common interest. Knock, knock…!


The Eternal Principles for Creating Luxury Brands
By Dr. Dan Herman
This article is about the time proven principles for creating luxury brands in order to attract affluents. Attracting wealthy customers is potentially very profitable. After all, they have more money to spend, that can turn into your income. However, succeeding in this task involves a deep understanding of their psychological need, of their lifestyle, of the role of brands in their world and in their relationships as well as of their purchasing behavior and spending patterns. Some of these are truly counter-intuitive and surprising.


Create Enticing Brands, not "Lovemarks"
By Dr. Dan Herman
Dan discusses the concept of "Lovemarks", created by Kevin Roberts, the worldwide CEO of Saatchi & Saatchi Advertising, and explains how to build loved brands.


Creating brand instrumentality beyond the product
By Dr. Dan Herman
The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide a value which becomes the major motivation for consumers to desire the product. Everybody agrees about that, but from here on it becomes foggy. 
So what should one do if he wishes to develop a brand? My recommendation is: read on. In this short article I intend to dispel the mystery and to suggest a workable approach to creating value added brands.
pdf-file - 26 KB


Al Ries might be dangerous to your brand
By Dan Herman, PhD   
In the business world's hall of fame a special place is reserved for Al Ries. He is without any doubt one of the most prominent gurus of strategic thinking. More than 30 years ago, together with his partner Jack Trout, Ries coined the term "Positioning" – a concept which, to these very days, shapes the way of marketing and branding all over the world. Only very few other concepts come close in importance.


The Making or Faking of Emotionally Significant Brands
Creating a genuine 'Feel Appeal' for your brand

by Dan Herman, PhD
Brands can be emotionally powerful, but…
The emergence of new phenomenal brands is truly awesome. Do you remember 'Close Encounters of the Third Kind' (1977)? At the beginning of the movie, an amazing occurrence takes place. Masses of people from all over the world, dream of a certain place where they feel compelled to be. Later it transpires that unknowingly, they all arrived at the alien-landing site. To me, this scene illustrates what happens in the marketplace at the appearance of an ace brand such as 'Harry Potter'. Millions of people suddenly feel that they just have to be there. This paper is about the erudition and the know-how necessary for the purposeful creation of such emotionally powerful brands.
June 2003
pdf-file - 999 KB


A Final Word on Branding 
By Naseem Javed  
Pregnant mothers are being pooled to place ads on their round, shiny stomachs as part of "tummy branding." Some argue that this is how news is created. To some, this is "desperate branding" in action. Welcome to "guaranteed-to-fail branding," a process that ensures a top spot on the list of branding failures. These projects are sometimes called "reality branding." There is no limit to these weird processes.


Customers Are Color Blind 
By Naseem Javed, 
In today's e-commerce age, where everyone is forced to type and to remember names with absolutely correct spellings, companies with big branding campaigns only hurt themselves with their old-fashioned, painted, colorful advice. They must all reconverge and regroup and realign their thinking to cope with today's name-driven economy.


The Forbidden Fruits & Singing Bananas
A very serious fight between Apple Computers and Apple Records of The Beatles is now headed for the ninth round.
By Naseem Javed   
On this side of the ring is Sir Paul McCartney, with the title of a legendary musical artist and boyish looks with a cute smile. On the other side, yet another youthful boy wonder, Steve Job with his intellect and a legendary title for being the first to lead the start of the personal computer revolution.   
The fight is all about the name and use of the word “Apple”, and its right owners.


Naming that THING…again?
By Naseem Javed   
Most corporations, when giving birth to a new product, behave just like parents jumping in frenzy in a maternity ward. This typical hysterical hoopla of the incubation wing is often replaced by a subtler, cubicle behavior and at times becomes a subdued Dilbertish style revolution. Objects do fly, even though they are memos or sometimes, sharp yet harmless, foamy projectiles. Everyone shares the excitement and all fights are well intentioned. Everyone wants a successful launch. There is always a good feeling and everyone is happy.


Why Not Brand For An Entire Century?
By Naseem Javed
How corporations must protect their Cyber-Image for E-Commerce Branding and why marketing, branding, PR and corporate communications all need a definite long-term strategy


A human "operating system" for your brand
by Jean-Claude Saade
Are consumer behavior techniques and models really bringing brands and marketers closer to consumers? Are brands missing the basics of establishing a real and consistent relationship with consumers? – J-C Saade a Dubai based brand consultant suggests that consumers follow a well known model for their relationships that needs to be respected by brands as well.


Aligning the brand license (pdf-file)
Integrating marketing objectives into the license agreement
By Kirk Martensen
Most trademark licensing relationships are defined and evaluated based upon provisions in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including the health and well being of the licensor's brand. Surprisingly, many license agreements do not include specific terms or requirements that reflect key brand and marketing related objectives. This lack of ‘license alignment’ can be a serious deficiency in the license agreement that impairs the licensor - licensee relationship and limits the licensed business.


The Brand Called You
By Steven Van Yoder  
Every company has a reputation. Everyone you meet will form an opinion about your company, even if they have not done business with you yet. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand.


Concept Screening Fundamentals: Developing a brand extension concept screening model
By Kirk Martensen
Trademark licensing is often segmented into ‘conventional licensing’ and ‘brand extension licensing’. Brand extension has become a major focus of many firms in the corporate trademark licensing business. It is reported that corporate trademark or brand related licensed products exceed $18 billion in annual retail sales in the U.S. and Canada. Unfortunately, few licensors have the resources required to simultaneously evaluate and develop multiple brand extension licensed product categories. Product concept screening can help the licensing firm to separate the winners from the losers.


Building and developing brands in the automotive aftermarket
by Hanns Günther Bollig, Automotive Advisors & Associates
With the fall of block exemption, the automotive aftermarket becomes more open for OEM suppliers. In order to be successful, OEM supplier have to improve public awareness of their brands and products. This article describes some of the issues and opportunities.




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Copyright © 2001 Recklies Management Project GmbH
Status: 17. April 2015