Brand Asset Management: Miles to Go

The ANA (Association of National Advertisers) reports results of a study among senior marketers on the degree they consider brand an asset and make decisions based on how to improve the value of that asset. The results are dismaying. Lots of room for newly minted brand marketers to make a difference. Read the article here:

Which Brands Are Most Vulnerable to Private Label Competition?

Private label brands have been gaining popularity for many years as customers have learned that the quality tradeoff can be minimal. Time magazine today ran an article, "Aldi: Grocer for the Recession". With consumers under pressure, which brands or categorie do you think are most vulnerable to inroads from private label?

What does the word Brand mean to you?

In class we said that we were not going to settle on a definition of a Brand (big B) just yet. How would you define "Brand"? What does it mean to you as a consumer?

Obsessive Branding Disorder

Has branding become a substitute for product and service innovation? Lucas Conley thinks so. This video is a funny description of a real business issue. What do you think? Has a focus on the messaging overtaken focus on the product? Can excessive and obsessive branding be a substitute for customer service and product innovation?