Showing papers on "Employer branding published in 1995"
140 citations
TL;DR: In this article, a three-stage model for using those beliefs to create a brand is described, and the worked example of a fictitious charity is used to explain how the model works in practice.
Abstract: The commercial sector has largely dominated the approach of charities to branding. Yet many of the techniques used are inappropriate for charities. Charity brands should reflect the beliefs of the charity and, for this reason, the notion of beliefs is added to that of product and services marketing. A hierarchy of motivations is described that helps ensure that a brand is communicated more powerfully. Clarifying a charity's beliefs is the first step in creating a brand. A three-stage model for using those beliefs to create a brand is described, and the worked example of a fictitious charity is used to explain how the model works in practice.
74 citations
TL;DR: In this paper, a three-part definition of a brand is put forward that embraces personality, positioning and targeting, and provides a framework for auditing brands as a basis for future strategy.
Abstract: This paper examines the nature of a brand. Some writers have focused on visual aspects, some on the perceptual, while others prefer to emphasise aspects like positioning, added value, image and personality. In an attempt to bring these together, a three-part definition of a brand is put forward that embraces personality, positioning and targeting and provides a framework for auditing brands as a basis for future strategy. This definition and audit frame-work leads to a more rigorous and consistent examination of a brand's constituent parts. It also enables the same consistent examination of competitive brands. It is argued that only when a common terminology is applied to all brands can an integrated approach to brand building be developed.
28 citations
TL;DR: In this article, Brand equity and relationship marketing are used to balance the focus on short-term profitability as well as providing control for the marketing function and comparing alternative courses of action, and the need for longerterm thinking has also driven the perception of marketing as value enhancement through a network of relationships.
Abstract: Both brand equity and relationship marketing are continuing to receive practitioner and academic attention Measurement of the holistic brand entity is necessary to balance the focus on short-term profitability as well as providing control for the marketing function and comparing alternative courses of action The need for longer-term thinking has also driven the perception of marketing as value enhancement through a network of relationships As brand equity has yet to be succesfully reduced to money values for these purposes, practitioners will have to rely on the marketing indicators but these may be re-expressed in terms of the end-user's and intermediate customers' relationships with the brand Further work is needed to reduce those to the fewest measures which also sensitively predict future profitability
24 citations
TL;DR: In this article, the advantages of corporate/banner branding and how can corporate brands and product sub-brands "partner" with one another are examined by introducing and discussing the concept of brand architecture.
Abstract: Two questions in brand management are: what advantages flow from corporate/banner branding, and how can corporate/banner brands and product sub-brands ‘partner’ one another? These questions are examined by introducing and discussing the concept of brand architecture
23 citations
TL;DR: In this article, the authors defined the Brand Victory Model as a tool for brand strategy / concept development and defined the concept of a brand as "the missing link between a company's core competences and its markets".
Abstract: The early nineties have shown an increasing awareness of the power and value of brands Yet, there is considerable debate on what constitutes a brand A clear statement as to the nature of a brand and how the idea of ‘the brand’ has developed is crucial, both for the valuation of a brand as an asset on the balance sheet and for positioning the brand strategically In this paper, brands are defined as integrated marketing ideas, concepts that drive the business, the (missing) link between a company's core competences and its markets, streamlining the interaction between supply and demand The future of marketing is brand-relationship marketing Building brands means developing profitable brand relationships The Brand Victory Model® is introduced as a tool for brand strategy / concept development
19 citations
TL;DR: In this article, the authors argue that existing marketing strategies such as Unique Selling Proposition (USP), positioning, brand personality etc. are no longer sufficient to create a sustainable competitive advantage in the emerging marketplace of the next millenium.
Abstract: Marketers are realising that existing marketing strategies — Unique Selling Proposition (USP), positioning, brand personality etc — are no longer sufficient to create a sustainable competitive advantage in the emerging marketplace of the next millenium.
5 citations
TL;DR: In this paper, the authors consider children as consumers in their own right, or as key purchase influencers, and the value of this market is immense, and they develop appropriate strategies to ensure that their client's brands reach this market to maximum effect.
Abstract: Talking to children is an activity which is common to all marketing disciplines. Sales promotions companies, advertising agencies and public relations groups all develop appropriate strategies to ensure that their client's brands reach this market to maximum effect. Whether you consider children as consumers in their own right, or as key purchase influencers, the value of this market is immense.
4 citations
TL;DR: Branding -the marketing advantage as mentioned in this paper is a new video package from the BBC for Business which is offered as a flexible training resource for those who are looking at the issues confronting brands and brand managers in the late 1990s.
Abstract: ‘Branding — the Marketing Advantage’ is a new video package from BBC for Business. It is offered as a flexible training resource for those who are looking at the issues confronting brands and brand managers in the late 1990s. This is an exemplary package which will find a ready and appreciative audience, particularly among those who are looking for a strategic approach to the subject.
4 citations
TL;DR: In this paper, the authors consider why marketers need some common language and techniques to communicate key brand issues throughout the organization and describe some useful techniques for solving common problems uncovered in the Brand Chartering process.
Abstract: This paper considers why marketers need some common language and techniques to communicate key brand issues throughout the organisation. It discusses the concept of the Brand Charter™; what it is; why one is needed and how it may be used. Finally, it describes some useful techniques for solving common problems uncovered in the Brand Chartering process. The discussion is based on real life examples derived from working with a number of clients in a wide variety of manufacturing and service industries.
4 citations
TL;DR: The requirement for brand innovation is unrelenting but marketers often find this move into untested territory irreconcilable with the need for caution as mentioned in this paper, which is not always the case.
Abstract: The requirement for brand innovation is unrelenting but marketers often find this move into untested territory irreconcilable with the need for caution.
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TL;DR: In this paper, a method for obtaining a holistic measure of an appropriate price/earnings (p/e) ratio for a brand is presented, which uses input data readily available to a great many marketers.
Abstract: Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity. A method for obtaining a holistic measure of an appropriate price/earnings (p/e) ratio for a brand is presented. The method uses input data readily available to a great many marketers. Its applications to brand management and valuing acquisitions are discussed.
TL;DR: In this paper, a tested and refined approach to accurate brand communication is proposed to meet the needs and attitudes of today's clients to tap unspoken consumer reaction to brands, and a test-and-refinement approach is presented.
Abstract: At the heart of this paper is the search for more meaningful methods to tap unspoken consumer reaction to brands. In response, a tested and refined approach to accurate brand communication is proposed to meet the needs and attitudes of today's clients.
TL;DR: In this paper, the authors examined the brand extension strategies explored by the Virgin brand's founder, maverick British entrepreneur, Richard Branson, and concluded that the time has come to be more daring with brands by scrapping the "rules" that may have made marketers fear failure and lie low.
Abstract: This paper examines the brand extension strategies explored by the Virgin brand's founder, maverick British entrepreneur, Richard Branson. In so doing, five stages of brand stretching are identified, ie the core and its four strata. It is argued that the last two stages are the two which are rarely exploited by most brand-owning companies. It is these last two strata that represent the ‘hidden gold’ of brand equity which Virgin and few others have discovered. The paper concludes that the time has come to be more daring with brands by scrapping the ‘rules’ that may have made marketers fear failure and lie low. This inactivity and complacent caution with regards to brand extensions may eventually cause the partial downfall of the world's biggest players, at the hands of those more daring and adventurous entrepreneurs who seem to have no sense of fear or failure.