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Theme: 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:

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Running a Successful Brand Tracking Programme

Written by Ian Marshall

Tracking performance and positioning is a key element of any successful brand strategy. Here are 10 important steps to follow to ensure a successful tracking programme.

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Measuring Brand Health

Written by Catherine Firth

The role of a brand in developing a loyal and profitable customer base and providing a strong differentiation from competitors, has never been more important. Being able to effectively measure brand health, therefore, is crucial for brand strategy success.


Branding: Signed, Sealed and Delivered

Your brand is central to everything your company does, so perfecting your branding strategy should be one of the most important areas of focus for a marketer. This article, part of our series on developing a marketing strategy, aims to explore how you can build an effective brand strategy.

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B2B Branding: Business-to-Business Branding White Paper

Written by Paul Hague

A brand has grown to mean much more than a logo. Branding sits at the core of a company’s philosophy because a company’s brand is what that company is.

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Brand Equity Research: Net Value Score – The Metric For Success

Written by Julia Cupman and Paul Hague

Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in.

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Brand Name Research: What’s In A Name?

Written by Paul Hague

A brand name is one of the most important assets we have, providing instant recognition and a shorthand for our brand values. So, it pays to understand the importance of yours.


The Power Of Industrial Brands [eBook]

Written by Paul Hague

There have been millions of words written on the subject of branding, but they nearly all relate to consumer products and markets. The Power of Industrial Brands leads industrial branding out of the shadow of its consumer counterpart, highlighting the important differences between industrial branding and consumer branding.


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. This infographic provides some guidelines for creating an effective name for your brand, including the four types of effective brand names.


How much is your brand worth?

How much is your brand worth? Determining the value of a brand is not an easy task. This handy infographic provides some step-by-step analysis pointers that will help you to establish an accurate brand valuation.

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Stakeholder Research & Consultation: Keep Your Ears To The Ground

Written by Carol-Ann Morgan

The past decade has seen a shift in recognition of the importance of seeking feedback and understanding the views of those who support a business or an organisation, or who have a vested interest in it.

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