Search for tag 'Branding'

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  1. Employees can make (or break) a brand

    Employees’ commitment to a brand increases when they know how they can contribute to brand equity. And management actions – from small issues like free coffee, to large issues like mass layoffs – affect employees’ feelings towards their company/brand. So, an organisation should view almost any employee-related policy or resource decision as a branding issue.

  2. B2B Brand Architecture: Building and sustaining customer trust

    B2B Brand Architecture: building and sustaining customer trust

    The importance of branding and brand architecture is well established in business-to-consumer (B2C) settings. But in business-to-business (B2B) settings, managers tend to believe that personal selling is the key, and brand building tends to be overlooked.
    However, authors Steve Muylle, Niraj Dawar and Deva Rangarajan argue that B2B branding and personal selling should be seen as complements, rather than as an either/or choice.

  3. Target

    Kipling: Monkey Business - Kipling tries to conquer the world

    May 1991. Flying back from Venice, Paul Van de Velde thought back about the strange meeting he and Enrico Boldoni had earlier that day with a potential Italian investor. Enrico, an elegant forty something Italian, was the franchising manager for a major department store chain in Italy. He strongly believed in the Kipling brand, and after opening the first Italian Kipling shop in a mall near Rome, decided to switch into a higher gear - opening the next 25 stores!

  4. Choices

    Buying behaviour of Belgian consumers in times of crisis

    What impact is the economic crisis having on the Belgian consumer’s buying behaviour? To discover the answer, the Vlerick Brand Management Centre conducted a quantitative study of the Belgian consumer in times of crisis. Here are the results of this unique consumer research initiative.

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