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  Flying Under the Radar  
  By FairWinds Partners, LLC  
 
An average typo engaged in affiliate fraud against of a top Internet retailer's brand generates $100,000 in cost to the brand annually. Knowing that affiliate fraud provides a lucrative opportunity for cybersquatters and that the practice may gain popularity allows brand owners to take proactive steps to protect their brands and reduce payment of illegitimately acquired affiliate fees. To better understand the scope and implications of affiliate fraud, this whitepaper takes a look at one domain owner’s portfolio as a sample set and draws conclusions about the impact of affiliate fraud in the larger domain name space.
 
 
  Summer 2009  
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  Another Brand Bites The Dust
  By Suzanne Tulien
 
  Why high-potential brands may never make it to "GREAT"!    
       
  Summer 2009    
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  The Brand Story Web Marketing Process
  By Jerry Bader
 
  If websites have one overarching goal it is to create confidence in whatever the website is promoting and who's promoting it. It doesn't matter if it's a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication.    
       
  Summer 2009    
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  Adopting a Professional Services Mindset
  By Jeff Swystun
 
  This paper explores key challenges to branding and marketing professional services. These challenges take into account industry complexities and anomalies. Frustrating at face value, these are actually opportunities for gaining competitive advantage for those who address them strategically and creatively alongside ample doses of diplomacy, patience and a sense of humor. And remember, the majority of what is covered can be applied to any industry or business.    
       
  Summer 2009    
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  The New Media Value Chain—Emotional Connectivity
  By Geordie McClelland and Jim Markel
 
  As the economy declines and consumer spending habits undergo a vast reevaluation, there is nowhere left to hide. The media industry, in other words, must adapt or die.    
       
  Summer 2009    
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  Using Social Media in Brand Research
  By Per E Åsberg
 
  This paper offers ways of using social media platforms such as blogs to cost-effectively understand the consumer and track brand buzz. A brand's survival depends on the management team's knowledge of the consumers' needs and of the market as a whole.    
       
  Spring 2009    
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  Advertising's Most Important Word
  By Jerry Bader
 
  Advertisers have created a hyper cynical marketplace, where the audience for whatever you sell has lost faith in what is being said. The Web with its emphasis on content gives advertisers an opportunity to redeem themselves and to deliver meaningful information to audiences.    
       
  Spring 2009    
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  Luxury Brands: How to Maneuver Through This Moment of Austerity
  By Dara Kennedy
 
  Luxury brands should work harder to address permanence-related drivers and begin to make customers feel more comfortable with indulgences, big or small, because neither the brands nor their customers are a shallow as many previously thought.    
       
  Spring 2009    
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  Obama Brand Presidency
  By Patt Cottingham
 
  This white paper chronicles the first 100 days of a new administration determined to re-brand America to communicate and champion change    
       
  Spring 2009    
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  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? Do they keep their positive aura?    
       
  Spring 2009    
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  7 Tactical Reasons To Use Mini Campaign Websites
  By Jerry Bader
 
  Mini Campaign Websites and Alternative Marketing Websites are an effective method of enhancing your marketing efforts and targeting optional audiences you would never have otherwise reached using your traditional sales marketing approach.    
       
  Spring 2009    
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  Health is the New Wealth
  By Maria Tender
 
  Over the years, pharmaceutical companies have developed products that enable choice. The exploding access to information has empowered patients, so they are now able to exert even more influence over their current and future state of wellness than before.    
       
  Spring 2009    
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  Your Brand Is An Asset? Show Me The Money.
  By Stuart Leo
 
  Wealthy businesses today have the ability to choose their direction. They have the capacity to buy other businesses, to negotiate terms with financiers in their favour, they have the ability to choose their strategy and to not have a course of action thrust upon them. My favourite definition of wealth is "the ability to choose."    
       
  Spring 2009    
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  An Agency Guide to Writing RFPs that Actually Work
  By Carey Jernigan and Liz Conlin
 
  At re:group we receive numerous Request for Proposals and Quotes (RFPs and RFQs) from prospective clients. Of late, they are becoming more arduous and less helpful in telling us what they are trying to accomplish. Following a particularly bad experience this summer with the Titanic of all RFPs, we vowed to tell prospective clients what it’s like to be on our side of the fence in responding to these proposals. So, here is our moment to wax poetic on the virtues of writing a clear and understandable RFP.    
       
  Spring 2009    
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  Six Ways with Social Media
  By Bunny Ellerin
 
  Pharma spent nearly $1.2 billion to market online in 2008, a figure that is expected to reach $2.2 billion by 2011. Yet there still appears to be much reluctance about social media because of regulatory considerations. Here are six steps that can help balance risks and the wrath of regulatory.    
       
  Winter 2009    
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  Goodbye Consumer—Hello Citizen
  By Patt Cottingham
 
  The times are summoning us to wake up and participate in making the choices that will collectively move America forward into a stronger more sustainable future. The re-branding of the American mindset from consumer to citizen will take some serious focus on all our parts. It takes a lot more work to be conscious and engaged in citizenry, than consumerism.    
       
  Winter 2009    
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  Positioning at the Trough
  By Bill Engler
 
  As democrats, republicans, conservatives, liberals, socialists, capitalists, Keynesians or Greenspansians, we have all taken refuge around the rallying cry, “They are too big to let fail”. Billions have turned in to trillions and the government assistance trough has never looked fuller or more important to the success of American brand capitalism.    
       
  Winter 2009    
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  Riding for the Brand: Cowboys offer valuable lessons on internal branding for today’s corporations
  By Randall Rozin, Global Director, Brand Management, Dow Corning Corporation
 
  This paper offers a unique perspective on the history of branding and specifically the importance of internal branding and delivering value at key moments of truth. Using a cowboy branding analogy from the American West, Randall Rozin, Global Director of Brand Management for Dow Corning Corporation, takes the reader through a historic journey of both branding of cattle and brand building at the employee and customer levels.    
       
  Winter 2009    
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  Licensing In A Slumping Economy
  By Cara Bernosky
 
  Structuring licensing deals in this down financial environment requires all parties to acknowledge the realities of this economy and proceed accordingly. Some brand owners still have the hubris of a few years earlier when a generous royalty rate went along with a hefty advance payment and even heftier guarantees. Brand owners need to accept a new reality.    
       
  Winter 2009    
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  Building Brand Value and Influence in the Airline Industry
  By Paul S. Ross
 
  Airlines must maintain marketing spending. It is well documented that brands that increase advertising during a recession as competitors are cutting back – can improve market share and return on investment at a lower cost than during good economic times. Uncertain consumers need the reassurance of known airline brands. Airlines are in a battle for market share, and in some cases, survival. The airlines that survive and flourish will be the ones that build a strong brand, improve value, and build influence by engaging communities around their brand.    
       
  Winter 2009    
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  What Every CMO Needs to Know about Sponsorship
  By Kim Skildum-Reid
 
  How a sponsor’s investments perform through this economic downturn is going to be all about sophistication, and the gap between sponsors who get it and those who don’t is going to grow. This white paper offers advice on the power that executive-led change can bring to sponsorship performance.    
       
  Winter 2009    
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  Detroit Brand Retrograde To Retrofit”
  By Patt Cottingham
 
  What do GM, Ford, and Chrysler have to do to change the brand perception that Detroit has been sleeping at the wheel when it comes to innovation? Plenty. Detroit must shift gears and go from being perceived as a deteriorating retrograde brand still driving old ideas from the 20th century to an innovative brand retrofitted to meet the requirements of greener 21st century with enthusiasm. And that's not all.    
       
  2009    
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  Combosquatting: The Business of Cybersquatting
  By FairWinds Partners, LLC
 
  This final installment of FairWinds’ three-part series on the practice of Direct Navigation examines one abuse of the practice—combosquatting. This form of cybersquatting has evolved to take advantage of Internet users who attempt to Direct Navigate to a particular place within a company’s Web site. Similar to Search Navigation, Direct Navigation will often encompass two or more keyword terms. This type of navigation typically delivers high-quality traffic, since the users who enter these domains are looking for very specific content; this paper reveals new ways to tap into the value of Direct Navigation, harness low-cost Internet traffic and create a more effective strategy to combat combosquatting.    
       
  Winter 2009    
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  Internal Branding: A University’s Most Valuable Intangible Asset
  By Rex Whisman
 
  In the complex university realm, internal branding helps an institution overcome internal resistance to branding efforts. It helps the institution take an identity-development strategy beyond traditional approaches, such as new logos, snappy taglines and expensive advertising campaigns, to an embedded cultural approach that guides everything from communications, fund-raising, marketing and personnel policies to enrollment management and program development.    
       
  Winter 2009    
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  Introducing the Chief Community Officer
  By Chuck Brymer, President and CEO, DDB Worldwide
 
  The increasing sophistication of consumers, new behavior-altering technologies, channel growth and media fragmentation, and the speed of transactions and innovations, among other factors, have all combined to challenge marketers everywhere regardless of company, industry, size, or geography. Every company, every brand, everyone now faces the same situation – how do we engage consumers to become brand loyalists and advocates?    
       
  Winter 2009    
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  A Cautionary Tale of Rebranding Gone Astray
  By Liz Conlin, VP of Client Services, re:group incorporated
 
  Most of the branding articles that you read are happy, glowing tales of how an agency rebranded a client and turned them into a superstar brand with double-digit growth. Well, this is not one of them.    
       
  Fall 2008    
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