Jeff Newman, the W&M executive vice president in Westchester, said the company has turned branding in a new direction by creating a brand atmosphere for its buildings.
Having built up a good name among the brokerage community, it's already a step ahead of the game, according to Celene Clark, senior managing director of corporate communications at Cushman and Wakefield, another global powerhouse always on the lookout for branding opportunities.
Despite the recent hard times experienced across the board, Kerwin remains optimistic about the branding industry in particular and advertising in general.
The days of sheer impact through blitz are over, and communication will have to be smarter -- hence all the talk now of branding.
ID Branding designed a visual identity system infused with SAIF's brand promise and values.
based ID Branding is a full-service branding agency, specializing in creating integrated, strategy driven branding programs for regional and national clients, including Kodak, Microsoft, H.
But diversification is also the most expensive branding option.
Armed with an understanding of branding options, a CEO might want to take a "macroscopic" look at how brands fit into a company's overall strategy.
To access the Branding
Insight Tool(TM) and information on Market Illumination's other tools and services, visit www.
Hughes is the founder and managing director of The Brand Establishment, an elite group of principals of brand development and branding
firms dedicated to an advanced and contemporary view of brand development.
We don't know how much they spent on advertising and other brand-building activities over the years, so at the end of the day we can't say for sure whether investing in branding
activities generated more money than it cost," Srinivasan acknowledges.
describes the process whereby companies attempt to transform an active chemical compound into a recognizable package of associated brand values; these values, such as effectiveness, safety, trust and other more emotional associations, have become increasingly important levers through which pharmaceutical marketers can look to achieve greater market share and loyalty in an evermore competitive market space.
He is recognized as one of the world's leading authorities on the branding
of countries, regions and cities.
More than ever, when considering co branding
, brand executives must make sure the existing brand equity is strong and can sustain and flourish in a co branded situation.