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Old Brand Establishes Fresh Approach
(challenges facing Dr. Pepper)
Wall Street Journal
Posted:
August 1, 2008
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What's in Store for Store Brands
(future of private label brands)
MillwardBrown
Posted:
July 26, 2008
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Protect and Deter
(protecting against counterfeit products)
Brand Packaging
Posted:
July 19, 2008
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Evolution of a Logo
(how major brands have changed their logos)
BusinessWeek
Posted:
July 8, 2008
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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
Posted:
June 28, 2008
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How Small Companies Build Big Brands
BusinessWeek
Posted:
June 12, 2008
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A Practical Guide to Branding
BusinessWeek
Posted:
June 12, 2008
|
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FedEx to Drop Kinko's Name, Take $891M Charge
(the price of losing brand equity)
USA Today
Posted:
June 3, 2008
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Converse's All-Star Image
(Nike's strategy for venerable brand)
BusinessWeek
Posted:
April 25, 2008
|
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A 1950s Brand Mascot Fights 21st-Century Indigestion
(reviving an old brand character)
New York Times
Posted:
March 5, 2008
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Tangible Marketing: Influencing Customer Choice
(product positioning strategy)
Sales & Marketing Management
Posted:
February 1, 2008
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Xerox Hopes Its New Logo Doesn’t Say Copier
(attempts to change image includes new logo)
New York Times
Posted:
January 10, 2008
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Dead Celebs: Branding Beyond the Grave
BrandChannel
Posted:
October 31, 2007
|
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Blackwater Softens Its Logo From Macho to Corporate
(adjusting image)
New York Times
Posted:
October 23, 2007
|
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Building a Better Brand
(the value of building a strong brand)
BusinessWeek
Posted:
October 12, 2007
|
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For Drugmakers, Finding a Name is More Art Than Science
(determining a drug brand name)
USA Today
Posted:
October 10, 2007
|
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AT&T Rebrands. Again
(brand identity issues when companies merge)
BusinessWeek
Posted:
September 14, 2007
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What Makes an Iconic Brand?
(PDF format)
MillwardBrown
Posted:
September 14, 2007
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High-End Fashion Names at a Low-End Price
(new brand for different market)
NPR
Posted:
August 21, 2007
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Jogging Down the Comeback Trail
(trying to revive an old brand of sneaker)
San Diego Union Tribune
Posted:
August 16, 2007
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