Branding
Studies have shown that – on average – around 5% of a company's stock value derives directly from the company's image.
Companies with a strong image or reputation attract more customers, retain more customers, and attract better employees. In short, branding is a key means of achieving differentiation. By communicating a clear and distinctive message and delivering against that message, the supplier can increase customer loyalty, sales revenue, prices, and ultimately profitability.
Our thoughts on the subject of branding and positioning research are shown below:
Infographic: How much is your brand worth?
Determining the value of a brand is not an easy task. Here are some step-by-step analysis pointers that will help you to establish its value.
Infographic: Pick a winner
It is all in the name. Choosing a name for your brand which is strong and memorable can be the starting point to success. Here are some guidelines for creating an effective name for your brand. ...
Brand Equity Research: Net Value Score - The Metric For Judging A Company's Success
Introduction – Transcending The Net Promoter Score
Industrial Brand Book: The Power Of Industrial Brands [eBook]
There have been millions of words written on the subject of branding, but they nearly all relate to consumer products and markets. This is...
White Paper: Identifying The Driving Forces Of Your Business
Brand Name Research: What's In A Name?
Measuring Brand Value - How Much Are Brands Worth?
White Paper: Getting People to Switch
White Paper: Differentiation - Are Product, Brand and Service Still Enough?
B2B Branding: Business-to-Business Branding White Paper
Article: Business Models And Competitive Advantage
High growth depends on how you set yourself up to deliver value into the market. Colin Mason at the Hunter Centre for Entrepreneurship, University of Strathclyde and Ross Brown at Scottish Enterprise report on how fast-growth enterprises design their business models. The...
Article: Winning New Business
In a downturn, you have to adopt the right state of mind, says Renne Botham at Touchstone Growth Running a business is a challenge, like no other. Chances are you spend more time at work than you do at home; you can at times be more in touch with your colleagues than with your friends; and with modern...
Article: How To Move A Brand Forward
Ben Harris at New Brand Vision sets out a framework for bringing all the elements in a marketing campaign together Your business is established, you’re looking to expand at home and abroad, and your attention is turning towards marketing to ensure you have all your “ducks in a row”. Agencies offer a...
Article: Creating Desirable Brands
Simon Garnett of Clear USA, has six principles for creating brands that stand out from the competition In a world where brands interact with consumers across a huge number of touchpoints (web, mobile as well as traditional), there is no longer any space for brands that follow. Clear’s annual survey of c...
Article: Image Research In Industrial Marketing
Image is how others see us. It is the cornerstone of the success of any business. If a company's image is right everything else will follow easily. Image research is only one part of attitudinal research, other elements being measures of awareness and experience. If, for example, 50 per cent of buyers of office...
Case Study: Corporate Positioning Research
Case 1 - A Worldwide Paper Company Research Objective: Our client acquired a non-woven business and needed to integrate the two operations within its own divisions. The overall objective was to understand the values of the various brand names in the non-woven industry and to use this understanding to...
Brand Positioning Case Study
The choice of a university as a place to study is as much to do with emotion as it is to do with logic. Therefore the brand positioning of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or...
