Fedex Brand – Performance leadership as differentiator
Fedex Brand – Performance leadership as differentiator FedEx is an excellent example for this chapter. It was actually a very late entrant into the ar express services market As mentioned…
Author: Drypen
Microsoft – The Nerd's BRAND
Microsoft — The Nerd’s’Brand Even being nerdy can be a powerful differentiator. Microsoft is a brand that is differentiated by its super-nerdy computer geek image. It can’t be helped. The…
Failures in Brand Product Relationships
FAILURES IN BRAND PRODUCT RELATIONSHIPS: A FEW CLASSIC EXAMPLES Branding structures aim at optimally managing the image flows. Sometimes, the downward flow from the brand to the product needs to…
The power of brand names
The power of brand names The brand’s name is often revealing of the brands intentions. This is obviously the case for brand names which, from the start, are specifically chosen…
BRAND is A GENETIC PROGRAMME
BRAND is A GENETIC PROGRAMME A brand is both the memory and the future ofits products. The analogy with the genetic memory is central to understanding how brands function and…
BRAND is a LIVING MEMORY
A BRAND IS A LIVING MEMORY The spirit of a brand can be inferred through its products and its advertising. The content of a brand grows out of the cumulative…
Positive thinking improves performance of Managers
I remember my dad teaching me the power of language at a very young age. Not only did my dad understand that specific words affect our mental pictures, but he…
BENCH MARKING WONDERS in Sales Management
Wonders of Bench Markinng in Sales Management Even when you can widen the quality gap between you and your competitors to such an extent that people can easily notice the difference, there…
QUALITY is not a DIFFERENTIATOR – The worst products usually still serviceable
QUALITY is not a DIFFERENTIATOR – THE WORST PRODUCT S USUALLY STILL SERVICEABLE There used to be a time when quality could be used to differentiate brands because the gap…
Brand Resonance – How Brand Apple has it
Brand Resonance – How Brand Apple has it Apple customers relate to the brand very intimately. Repeat purchases are very common. They feel a very strong attachment towards the brand…