- The following articles contain the tag:
- brand
7 results on Discovery
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Identifying strong brands in the brainMarketeers no longer only have to rely on what consumers tell them about brand perception. We can now see it in the brain.
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Why some brands lose their value after an acquisitionAn acquisition can undermine brand identity and popularity with consumers. Keeping the founders on board helps. Research by Elisa Maira.
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Who benefits when a brand disappears?How do loyal customers react when a brand or product is no longer on sale? And how can remaining brands benefit from such exits?
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Why customers stay loyal to service providers that mistreat themWhat does self-esteem have to do with staying loyal to a service provider?
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Slimming brand portfolio likely to starve your companyThe world’s largest consumer products companies recently announced shedding up to hundreds of brands. But when it comes to brand portfolio, is less really more?
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Making better partner matches in brand alliancesWith many brand alliances failing to add value, understanding the factors that make for a strong pairing becomes essential.
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Stefano Puntoni: Marketing is the channel that allows firms to reach customersStefano Puntoni, Associate Professor of Marketing Management at RSM, explains that even the most brilliant and unique products and services won’t survive without marketing.