Brand Strategy

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Articles in April, 2002 issue of Brand Strategy

• Exploring ethnicity and branding. (Research)
  by Anjul Sharma
• The art of brand renaming: renaming brands in China is no straightforward process. As a language and culture loaded with symbolism and imagery, a direct translation can often lead to comical or negative results. (Brand Papers)
  by Ying Fan
• Stomach-churning strategies: a brand may well convey an ideology but this must be upheld by its staff and public relations in order to gain credibility -- it's what's on the inside that counts. Ruth Mortimer looks at internal branding exercises and asks w
  by Ruth Mortimer
• Total branding: Mike Johnston urges brand ambassadors to live and breathe their brand to get maximum customer satisfaction. (Opinion)
  by Mike Johnston
• Getting branding into the boardroom. (Leader)
  by Elen Lewis
• Telewest -- thinking broadly. (Employee branding: case study)
• Don't use my face! Ravinder Chahil from Bird & Bird law firm analyses the implications of using a famous person's image in advertising without their permission. (Brand Papers)
  by Ravinder Chahil
• Blue skies ahead for a no-frills Go-getter; Elen Lewis talks to David Magliano, a pioneer in the no-frills airline sector. As marketing and sales director at Go, Magliano is ruthless when it comes to delivering brand values with consistency. (Profile)
  by Elen Lewis
• Mulberry buds into season; Morag Cuddeford-Jones analyses Mulberry's rebranding strategy and questions whether it will be able to drag itself out of English nostalgia into the upper echelons of the international luxury brands market. (Mulberry Rebrands)
  by Morag Cuddeford-Jones
• Brand mot
• World Cup brand protection: Rob Parr investigates how the World Cup 2002 official partners will be able to protect and project their brands in a year when the world's biggest sporting event is set in the lion's den of the black market. (Special Report)
  by Rob Parr
• Sharing the wealth: Simon Anholt, chairman of Earthspeak says emerging markets should jump on the brand-wagon as developing global brands could be the key to a fairer distribution of global wealth. (Brand Papers)
  by Simon Anholt
• If I could get my hands on Vodafone ...: Adrian Davis, assistant director at PricewaterhouseCoopers explains why he'd love to work with the Vodafone brand. (In An Ideal World)
  by Adrian Davis
• Branding the unexpected: how to create a brand that offers a continuous stream of different surprises and keeps consumers on their toes
  by Alan Mitchell
• Odour and out: Radion on a short spin cycle: Morag Cuddeford-Jones dons a pair of shades to take a closer look at why the `sunfresh' soap powder brand is no more. (That Was The Brand That Was)
  by Morag Cuddeford-Jones
• Building customer value through the internet. (Research)
• Road trips and branding tips with the Y generation; Morag Cuddeford-Jones gets her hands on exclusive research from Futurebrand revealing what 20-22-year-olds think of branding and marketing. (News Analysis)
  by Morag Cuddeford-Jones
• Over 50 but underrated: Jean-Paul Treguer's book Over 50s Marketing is more pertinent now than ever. As the babyboomers make plans for retirement, Tom Blackett suggests brand managers should focus on finding ways to help this demographic spend its time --
  by Tom Blackett
• Reputation on ice: the sponsorship of a sports star does not always guarantee positive and cost-effective marketing. Rob Parr investigates the potential pitfalls of sport sponsorship and questions the extent to which the Drambuie brand has been damaged by
  by Rob Parr
• Retailers take on the telly; Andrew Harrison warns that TV's biggest threat comes from retailers and that supermarkets are the new media. (Opinion)
  by Andrew Harrison
• Kids know what they want and they want it now! (Research).
• Global branding sounds a death knell for One 2 One; Morag Cuddeford Jones speaks to One 2 One's marketing director about rebranding to T-Mobile. (News Analysis)
  by Morag Cuddeford Jones
• A new brand world: Scott Bedbury, former senior vice president at Starbucks discusses co-branding and a controversial deal for the coffee brand to supply to United Airlines. (Brand Papers)
  by Scott Bedbury
• Hopes and fears among young mainstream opinion leaders: Carl Rohde reflects on research that suggests young people are not persuaded by blatant advertising messages. (Trendspotter)
  by Carl Rohde
• Skoda's velvet revolution: Ruth Mortimer examines the bodywork of the infamous Skoda brand. Once the butt of many a joke, its recent revamp has given the brand some credibility and more importantly -- a waiting list. (Skoda)
  by Ruth Mortimer