Listing of Marketing Stories

Listed below are links to more stories for the Branding and Brand Management topic area.

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Stories are in order of date posted (most recent first).

Selling Candidates' Brand is Crucial to Wooing Voters San Francisco Chronicle
Those Shelved Brands Start to Look Tempting (reviving brands that have been under-marketed) New York Times
Stores Increasingly Going Upscale With Generics (higher end store brands) AP (via MSNBC)
Old Brand Establishes Fresh Approach (challenges facing Dr. Pepper) Wall Street Journal
What's in Store for Store Brands (future of private label brands) MillwardBrown
Protect and Deter (protecting against counterfeit products) Brand Packaging
Evolution of a Logo (how major brands have changed their logos) BusinessWeek [slide]
Sharper Image Lives on as a Brand Name, Coming to a Retailer Near You (the retail stores are dead but brand still has value) BloggingStocks
How Small Companies Build Big Brands BusinessWeek [video]
A Practical Guide to Branding BusinessWeek
FedEx to Drop Kinko's Name, Take $891M Charge (the price of losing brand equity) USA Today
Converse's All-Star Image (Nike's strategy for venerable brand) BusinessWeek
A 1950s Brand Mascot Fights 21st-Century Indigestion (reviving an old brand character) New York Times
Tangible Marketing: Influencing Customer Choice (product positioning strategy) Sales & Marketing Management
Xerox Hopes Its New Logo Doesn’t Say Copier (attempts to change image includes new logo) New York Times
Dead Celebs: Branding Beyond the Grave BrandChannel
Blackwater Softens Its Logo From Macho to Corporate (adjusting image) New York Times
Building a Better Brand (the value of building a strong brand) BusinessWeek
For Drugmakers, Finding a Name is More Art Than Science (determining a drug brand name) USA Today
AT&T Rebrands. Again (brand identity issues when companies merge) BusinessWeek
What Makes an Iconic Brand? (PDF format) MillwardBrown
High-End Fashion Names at a Low-End Price (new brand for different market) NPR
Jogging Down the Comeback Trail (trying to revive an old brand of sneaker) San Diego Union Tribune
Fine-Tuning a Brand's Signature Sound BusinessWeek
Brand Building Along the Media Long Tail (brand strategy using multiple media channels) Millward Brown
Building a Brand Around a Personality WSJ StartupJournal
What's in a Name? (considerations when naming products) BusinessWeek
What Price a Strong Brand? (estimating brand value - PDF format) Millward Brown
The Fanatic: A Brand's Best Friend? (the good and bad of brand supporters) BrandChannel
Brandjacking on the Web (abusing others brands on the web) BusinessWeek
Great Brands Never Rest (steps to building strong brands) Target Marketing Magazine
ConAgra Faces Tough Sell on Peter Pan (recovering a brand from a product recall) Houston Chronicle
Attack of the Zombie Brands II (brands that won't die) Slate
A McKinsey Of Pop Culture? (helping companies change a stale image) BusinessWee
Virtual-World Branding: For Real? brandchannel
Starbucks' Schultz: Brand Being Watered Down (downside of business expansion) MSNBC
Sleek. Stylish. Samsonite? (brand positioning) BusinessWeek
Ford Puts Taurus Name on Five Hundred (resurrecting brand name) USA Today
Burger King of Cool? (positioning a brand) USA Today
Pepsi Unveils New Slogan: More Happy MSNBD
Crayola Brightens a Brand (changing company name to top brand name) BusinessWeek
Is Dave Insane? Inside A Brand Makeover Inc Magazine
AT&T Bids Goodbye to Cingular Brand (change in branding strategy) ECommerce Times
Brands Produce Their Own Shows New York Times
Building a Strong Brand: The ID Branding Framework (extensive article on components of brand building) AllAboutBranding
Is Your Brand Headed for Extinction? (copycat brands) BusinessWeek
How the Pillsbury Doughboy Explains What You Buy (characters behind brands) Fortune Small Business
One Hot Dog (how the Wienermobile supports the brand) Promo Magazine
Marketers Get Their Mascots in on Action at MySpace (profiles for brand characters) USA Today
Branding That Makes Scents BrandChannel
Best Global Brands (the strategy behind the top global brands) BusinessWeek
Private Label, Public Convenience (7-11 brand extension) Brandchannel
What Type of Brand Are You? (issues in drug branding) Pharmaceutical Executive
Hotels Wish Guests a Nice-Smelling Stay (branding with scent) USA Today
The Craziest Ad Guys In America (resurrecting a brand) BusinessWeek
Battle of the Brands (branding b-to-b products) Multichannel Merchant
Sticky Branding (different angle on brand loyalty) ClickZ
Olympic Officials Clamp Down on Branding Rules AdLaw
Senses Cue Brand Recognition BrandChannel
Ask Jeeves Drops Butler as Part of Rebranding Strategy ECommerce Times
Absolut Makeover (responding to competitive pressure) BusinessWeek
Intel Tosses Out Intel Inside, Takes Leap With New Logo USA Today
School Reform: Branding for Extra Credit (branding secondary schools) BrandChannel
Bring Brands into M&A Discussion (finacial analysis of brands) Mercer Management Consulting
Best Buy Looks to Expand House-Brand Products CNET
Bringing Back Brand Loyalty (consumer electronics industry) ElectronicNews
Despite Baggage, AT&T Brand Name Lives On USA Today
Branding, a Job Well Done (non-advertising ways for building brand) BrandChannel
A Lesson About Branding (creative slogan and logo) WSJ Startup Journal
How to Build a Breakaway Brand (lessons from 10 companies) Fortune
Extending an Elite Brand WSJ Startup Journal
Obsessive Branding Disorder FastCompany
Competing Against Private Label: New Insights from Packaging Research BrandPackaging
Lose the Jargon, Voice Your Brand (consistent communication) brandchannel.com
A Bad Move on a New Logo (logo critique) BusinessWeek
Brand Rehab: How Companies Can Restore a Tarnished Image Knowledge @ Wharton
Naming: Entering the Chinese Market (branding) BrandChannel
Florida Red or Moody Blue: Study Looks at Appeal of Off-beat Product Names (registration req.) Knowledge @ Wharton
Brand Architecture: Managing Large Brands at Retail BrandPackaging
Managing Brands in Global Markets: One Size Doesn't Fit All (registration required) Knowledge@Wharton
The Tricky Business of Nonprofit Brands Harvard B-School Working Knowledge
Make Your Brand Pop BusinessWeek
China's Power Brands BusinessWeek
Brand That I Love FastCompany
The Decline of Brands Wired
A Strong Logo = An Identifiable Brand BrandPackaging
How Consumers Value Global Brands Harvard B-School Working Knowledge
Licensed Products Still Prevail Promo Magazine
Building a Brand on the Touchpoints That Count Mercer Management
The Good Brand FastCompany
The Best Global Brands BusinessWeek
How Do I Love Thee? Let Me Plot the Graph (branding article) Fast Company
Brand Your Navigation ClickZ
In the Product Naming Sweepstakes, Here Are Some Big Winners Knowledge@Wharton (Must Register)

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