Showing papers on "Employer branding published in 1993"

Brand development: How design can add value

Abstract: The current economic climate has forced businesses to exploit the potential of their existing brands. The relevance of design in this process is particularly evident in the areas of brand extension, new brand development and international marketing because design recognises the power of a brand's visual equities. This paper considers how design addresses these issues.

The challenge of European branding: Facing inter-country differences

Abstract: As globalisation becomes all the rage, is the European brand already a reality or in the process of becoming one? In this paper the author sets out the principal results of a pan-European survey conducted among the directors of the main brands present in the majority of European countries. It reveals their relative sensitivity to various intercountry differences, distinguishing four types of attitude, each of which globalises certain aspects of the marketing mix, and adapts others according to market particularities. The results are therefore rich in nuances.

Brand reengineering — why and how?

Abstract: A few years ago when business commentators, including The Economist, were christening the 1980s as the ‘Decade of the brand’, the authors were concerned to point out the strategic risks of ‘overbranding’, that is, the corporate ownership of too many fragmented brands. This paper reviews their learning curve in the interim period: from the systematic diagnosis of ‘branding megatrends’ which provide companies with early waring signals of potential risks to their branding processes, to ‘brand reengineering’ which is the change management process that is necessary when old branding processes are putting a company at competitive disadvantage. In common with other areas of Business Process Reengineering, brand reengineering ‘breaks the china’ across an organisation's departmental functions. Change of this magnitude is never painless and should be led by a company's chief executive officer (CEO). But this solution is preferable to the death of the brand, which now appears to be a vogue prediction of many business commentator.

Quality and the brand management of medicines

Abstract: In this paper, the proposition is made that branding of medicines will become vitally important. As the pressures on National Health Service (NHS) spending grow, there will be less opportunity for market expansion, and greater emphasis will be placed on the comparative performance of medicines measured by economic criteria. Early, effective branding will improve the rate at which a new product will be adopted, and may prove to be a crucial consideration in the 1990s.

Communicating kinship: Beware mistaken identity in brand extensions

Abstract: The authors’ experience in tracking over a hundred different markets in Australia alone, and within those, observing the attempted communication of numerous brand extensions has revealed a key recurring problem — the inability of the brand extension to be lifted out of, and clearly differentiated from, the context of existing items already carrying that brand name. In essence, it amounts to a failure to explicitly communicate the relationship of the new variant to ‘the old’ or pre-existing variants. The authors demonstrate the extent of the problem using several case histories, and suggest a solution.