Marketing: What are brands for?

Marketing: What are brands for? | eklecticconsulting.com

When Imperial Tobacco, the world’s fourth-largest cigarette-maker, said in July that it would spend $7.1 billion to expand its business in America, its chief executive, Alison Cooper, was adamant on one point: it will not be buying companies. Instead, in a three-way deal with Reynolds American and Lorillard, it will pick up a factory, a sales force and, above all, a collection of brands. Two of them, Winston and Blu (an electronic-cigarette brand), will be “the focus for the lion’s share of time and money invested”.

No management expert would think it strange that Imperial would spend the best part of $7 billion on something as ethereal as brands. They are the most valuable thing that companies as diverse as Apple and McDonald’s own, often worth much more than property and machinery.

Source: Marketing: What are brands for? | The Economist


Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us




Related posts

Why Brand Management Will Replace Marketing

Why Brand Management Will Replace Marketing


Why Brand Management Will Replace Marketing

P&G’s decision to formally end the era of “marketing” at the company and make the shift to brand management may accelerate what amounts to much more than a title change for marketers generally. It could point to a fundamental re-examination of the role of the people responsible for brands. While “marketing” and “brand management” are often treated as synonyms, there is an important distinction between the two terms. Marketing focuses on the activities associated with the promotion and distribution of products and services. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing is about spending money. It’s how brands accumulate value. Brand management should focus on how products continue to wrap story and distinction around what they offer to increase competitiveness and build loyalty. The two are linked – but different. Marketing is the means. Brand management should be the goal. Source: Branding Strategy Insider | Why Brand Management Will Replace Marketing Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us


Crush Your Competitors on Facebook with these 7 Small Business Marketing Ideas


Crush Your Competitors on Facebook with these 7 Small Business Marketing Ideas

Know what social media networks to focus on Optimize your profile on that network Communicate your brand personality Build a strong fan base Create great content that engages Measure & analyze what’s working & not working Integrate social media with your other marketing channels Source: Crush Your Competitors on Facebook with these 7 Small Business Marketing Ideas Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us

The Naked Truth About The Relationship Between Ad Agency And Client – Infographic:

The Naked Truth About The Relationship Between Ad Agency And Client - Infographic:


The Naked Truth About The Relationship Between Ad Agency And Client - Infographic:

In collaboration with USA Today, agency RPA conducted a study that looks at the relationship between brands and their creative agencies. Its findings are based on data collected from 150 senior level agency and brand marketing leaders, and were recently presented at the Cannes Lions International Festival of Creativity, The report for the study identified one key problem about the relationship between the agency and the client—while both sides agree that trust is a very important factor in producing great advertising, research shows that there is a disconnect between these partners due to the unwillingness to speak freely and the lack of understanding about the brand’s business. Source: Infographic: The Naked Truth About The Relationship Between Ad Agency And Client - DesignTAXI.com Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us

Leave a comment