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The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 12

BRAND PERCEPTION AND THE POWER OF THE SUBCONSCIOUS – 2 This type of analysis applied to brands also makes effective forms of comparison possible regarding the positive and negative associations correlated with various brands; it could be possible to analyze whether a specific attribute can be more greatly associated with one brand rather than another, [...]

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October 3rd, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 11

BRAND PERCEPTION AND THE POWER OF THE SUBCONSCIOUS – 1 There are a myriad of associations consumers can develop about a brand; these go far beyond their awareness and are activated following exposure to the brand, or its use. This means that some associations can indeed emerge in a specific context and remain submerged in [...]

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September 29th, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 10

BRAND AND CATEGORY: A COMPLEX RELATIONSHIP – 2 Apple, which has always made its niche positioning and proprietary standard a part of its identity, understood that it was necessary to review its traditional business model, based on the almost ideological dualism between it and Microsoft’s operating system, in order to develop iPod and iTunes sales. [...]

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September 26th, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 9

BRAND AND CATEGORY: A COMPLEX RELATIONSHIP – 1 The relationship between a brand and the category it belongs to is a particularly critical and complex factor. Often in managing a brand the task that predominates is attempting to make it stand out from the plethora of competitors which crowd the category, and thus rescuing it [...]

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September 22nd, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 8

PERFORMANCE ANXIETY AND THE ILLUSION OF QUALITY – 2 Marketing literature has always identified guarantee of quality among the principal functions carried out by brands, affirming that brands are condemned to quality. Segnala presso:

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September 19th, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 7

PERFORMANCE ANXIETY AND THE ILLUSION OF QUALITY – 1 There are three elements which all brand definitions have in common, and they are the functional and emotional attributes and the promise offered by the product, understood in terms of expectations, guarantee and safety. Segnala presso:

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September 15th, 2011 | Posted in Branding | No Comments

The Fundamentals of Branding: Some Rules for Keeping on the Right Track – 6

BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 6 iPhone, the new Apple mobile, on entering the mobile phone market, and despite having strong elements of differentiation from other smartphones available, “knocked” to ask for permission to come into a category it feared it was not legitimized to enter. The first act in [...]

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