Posts Tagged ‘brands’

Type: Insights & Ideas | 1,298 views


A Time To Tell Stories

The meaning of stories is unique and personal to each individual. How people interpret stories is affected by factors such as age, previous events and experiences, and cultural context. A well-told story is good, but selecting the best place and time can make it great.

Type: Articles & Papers | 570 views

Journal of Transnational Management

Should Consumers Be in Love With Brands? An Investigation Into the Influence That Specific Consumer-Brand Relationships Have on the Quality of the Bonds That Consumers Develop With Brands

What will influence consumer loyalty when a brand is experiencing tough times? Helen Nobre of Nova University of Lisbon finds that Intimacy is the key to lasting relationships.

Type: News & Media | 759 views

The Atlantic

This Is Why You Fall in Love With Brands

Hans Villarica from ‘The Atlantic’ interviews Susan Fournier, Associate Professor in Marketing and Dean’s Research Fellow at Boston University, on her seminal research on brand relationship theory and why it’s not just a metaphor.

Type: Articles & Papers | 848 views

Association for Consumer Research

The Implications of Different Types of Relationships Between Consumers and Brands

This paper highlights the implications for brand managers of intimate consumer-brand relationships, and explores the effects of different types of relationships on consumers’ satisfaction levels.

Type: Insights & Ideas | 2,645 views

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Say My Name

When consumers adopt a brand name and use it to refer to all products within its category, a brand becomes a genericized term and risks losing trademark over its name. How does a company keep its hard earned brand equity when its name becomes the top-of-mind term for a product category?

Type: Insights & Ideas | 1,476 views


A Cause for Emotion

Cause marketing is a way that brands can create Intimacy with consumers and engage people in its values and social network. It’s an opportunity for many brands to humanize themselves and display characteristics of authenticity, commitment and empathy. Overtime, a brand or product may even become a purchaser’s first choice due to its affiliation with a cause.

Type: Articles & Papers | 891 views

Journal of Brand Management

The Power of Emotion: Brand Communication in Business-to-Business Markets

This article looks at how “emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force” in order for B2B businesses to connect emotionally with customers. A model is proposed.

Type: Articles & Papers | 927 views

Journal of Consumer Research

Product, Scent and Memory

This article finds that “product scent is more effective than ambient scent at enhancing memory for product information. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted.”

Type: Articles & Papers | 857 views


Neuroeconomics: In Search of the Neural Representation of Brands

This paper addresses how neuroscientific approaches, like fMRI, enable the investigation of brand-related and economic behavior amongst consumers. One example it provides is how viewing logos of luxury brands activate “brain activity associated with self-centered cognitions.”

Type: Insights & Ideas | 1,725 views


Forms of Storytelling

Storytelling has been long known to be an effective tool to engage and connect with people. To give you a sense of some innovative approaches in storytelling, here is a selection of methods used by brands in different markets to extend the reach, participation and emotional connection they have with consumers.

Type: Insights & Ideas | 1,992 views


Start With Respect

A brand must deliver on Performance, Trust and Reputation in addition to the more creative elements of Mystery, Sensuality and Intimacy if it is to develop lasting and meaningful relationships with consumers. Without Respect, a brand is just a Fad or Commodity on the Love / Respect Axis.

Type: Insights & Ideas | 3,273 views

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What Wine Wins?

Do expensive wines really taste better? According to a study (2008) by the California Institute of Technology and Stanford University, wine tastes better if people think it’s expensive. Hugh Johnson, a wine writer for The Sunday Times said that the same type of reaction is common for people viewing designer label clothing.

Type: Articles & Papers | 1,266 views


Can Brands Make Us Happy? A Research Framework for the Study of Brands and Their Effects on Happiness

Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the societally most relevant and fundamental questions of brand existence remains among the most difficult to capture: Can brands make us happy?

Type: Reading List | 5,364 views

Marketing Aesthetics

Marketing Aesthetics: The Strategic Management of Brands, Identity and Image

“Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company’s total aesthetic output – its “look and feel” – to provide a vital competitive advantage.”

Type: Reading List | 778 views

Citizen Brand

Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy

“Using brands like Starbucks and The Bodyshop and Home Depot as examples, Citizen Brand reveals how companies can create strong and deep partnerships with people in America and across the globe by enriching their lives in creative and truly relevant ways.”