Emory Marketing Institute


The Branding Crisis at Wal-Mart
Allen Long
Some business strategists insist that companies have to employ "hardball" tactics constantly on all fronts to succeed. Some of these strategists point to Wal-Mart as a company that has achieved great success by following this strategy.

Asia: Branding for Survival - Interview with Paul Temporal
Christian Sarkar
Paul Temporal tells us about a Chinese minister's perspective: “we have low cost of production, the latest technology and high quality products. The only thing we do not know how to do is branding. And this is essential for our future success." More >>

Barry Brager: Top 10 Black Holes in Brand Licensing
Sarah Banick
Licensing your company's brand may seem like an easy way to generate revenue while gaining marketing exposure, but there are significant risks inherent in the licensing of brand, trademark, and copyright assets. Barry Brager spoke to ZIBS on the 10 traps to avoid, how to anticipate failure, and the importance of sound decision-making.
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The Coming War for the Mind of the Consumer
by Roger Sinclair

Soon Chinese brands will compete on level terms with western brands. Expect soon to see new brand names on your shelves- such as Galanz micro wave ovens; TCL electronic equipment and Haier appliances. more>>

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Branding and the New Asia: An Interview with Brand Strategist Martin Roll
by Christian Sarkar
Martin Roll is founder and CEO of VentureRepublic, a leading strategic advisory firm on branding excellence.He is also the author of the ground-breaking bestseller Asian Brand Strategy: How Asia Builds Strong Brands. Here he speaks to ZIBS about the challenges and opportunities of branding in the "new Asia." more >>

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Branding as Cultural Activism
by Douglas Holt
Managers routinely ignore the cultural content of the brand's myth, treating this content as a tactical "executional" issue. As a result, they outsource the most critical strategic decisions on the brand to creatives at ad agencies, public relations firms, and design shops. To systematically build iconic brands, companies must reinvent their marketing function.
Here's how
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The CEO as Brand Guardian
by Will Rodgers and Christian Sarkar

In study after study, the role of the CEO is tied inextricably to the brand. The key is to strike a balance, where the company benefits from an appealing public personality, while it builds a strong identity that doesn't entirely rely on the individual. We share our findings for three companies in very different industries: Southwest Airlines, Nissan, and Hermès. What is instructive is the shared sense of importance all three companies place in the CEO's role as brand steward. more >>

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In Search of a Reliable Measure of Brand Equity by Jonathan Knowles
While the desire of marketers to demonstrate that they are allocating marketing investments as efficiently as possible is admirable, they are doing themselves a disservice with their current obsession with ROI. The bigger question — and the one that will earn marketers a seat at the boardroom table in a way that no amount of ROI measurement can — is whether brands truly are assets that enable the business to generate superior returns over time. more >>

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How Market-based Assets Generate Customer Value
by Raj Srivastava

Market-based assets provide a company some of the same advantages as other business assets - the ability to generate cash flows and to sustain a superior competitive position in the marketplace. Our question - how do these assets generate value? more >>

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Brand Hijack: When Unintended Segments Desire Your Brand by Greg Thomas
There are times when we craft a brand identity which targets a specific market segment and everything progresses smoothly until one day an unintended market segment decides to hijack your brand. What then?

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ZIBS Forum: The Power of Retail Branded Experiences
by Sarah Banick
Lluis Martinez-Ribes, professor and head of The Marketing Team (the brand name of the Department of Marketing Management) at Spain's ESADE Business School, stresses that in retailing the shop formula itself is the main "product" to be sold. If the store does not offer customers a pleasant experience they are unlikely to purchase branded consumer products, as they may not even enter the store. more >>

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The Power of an Emotional Connection
by William J. McEwen
For over sixty years, Gallup has been listening to consumers talk about brands. What we've learned from digging into our consumer conversations and our worldwide database will surprise some company managers, while perhaps reinforcing what others have believed but haven't been able to document. more >>

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ZIBSFORUM: Emotion Mining - Capturing, Understanding, and Leveraging the Emotions Underpinning Brand Behavior by Greg Thomas
Wouldn't it be great if you could really understand your customers? Reach deep down into their psyche and latch onto the right emotional buttons to trigger their buying decisions? Better yet, reach down there and test their reactions to the brand you are putting on the table, your latest promotion, your customer service, or even the new layout of your store. Liam Fahey and Dr. Tom Snyder of Emotion Mining Company are already doing it. more >>

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Restoring the Power of Brands
by John Hagel III
Existing brands are in trouble. They are far from dead, but they are losing their power – and this is happening on a global scale.  Until we understand how brands need to change, business executives will struggle to prop up their brands and fret over diminishing returns on brand investments. On the other hand, those who understand the new role of brands will be able to create and capture enormous value. more >>

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The Business Benefits of Brand Valuation
by Don E. Schultz and Heidi F. Schultz
If you're a brand owner or brand steward, you've probably asked yourself: What is the importance of a brand valuation, especially given the high cost and labor-intensive nature of most valuation projects? Increasingly, we get this very same question from CFOs and the financial community. more >>

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10 Ways to Rate Your Firm's Marketing Assessment System
by Tim Ambler
In the research I've done over the years, I find that most companies do not have a clear picture of their own marketing performance which may be why they cannot assess it. more >>

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Trend Update: Customer-Made
report from Reinier Evers & Trendwatching.com
How about making the customer an integral part of ALL creative and creational processes? There's money behind the madness! more >>

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ZIBSForum: Scott Neslin on Procter & Gamble's Value Pricing Strategy
by Jenn Bollen and Greg Thomas
In the early 1990's Procter & Gamble made dramatic and long-term changes in its pricing and promotion strategy. Procter & Gamble (P&G), a leading consumer packaged goods producer, instituted a "value pricing strategy" during which it boosted advertising while simultaneously curbing its distribution channel deals (in-store displays, trade deals), and significantly reducing its coupon promotions. What was the "bottom line" impact on market share? more >>

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Three Approaches to Brand Valuation
by Don E. Schultz and Heidi F. Schultz

Over the years we've come to the conclusion that there are three primary approaches to measuring, tracking, and evaluating brands over time. Each approach has distinct goals and management information objectives. The challenge is to determine which one to use and for what purpose...
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ZIBSForum: Roger Sinclair on "Viewing Brands as Assets"
reported by Sarah Banick

It's time for brands to be recognized as the assets, and in today's era of accounting reform, marketers have never had a better chance to increase their status in the boardroom.
CMOs need to make a financially literate argument that their initiatives improve the value of the brand, said Roger Sinclair, Ph.D, at a ZIBSForum hosted by the Zyman Institute of Brand Science at Emory University. more >>

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Marketing, Meet Finance: Understanding Market-Based Assets by Raj Srivastava
In a few enlightened companies, senior management, usually led by the CEO, is demanding that marketing view its ultimate purpose as contributing to the enhancement of shareholder value. It's time we all worked together to develop a comprehensive framework that captures the linkages between marketing activities and the creation of shareholder value... more >>

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Experience Effects on Brand Choice
by Doug Bowman
Did you know that consumers that are new to a market category will follow a three phase evolution of preference? What are the business implications of this behavior? more >>

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The Secrets to Superior Persistence in Brand Performance by Sundar Bharadwaj
We can all agree the brands with superior persistence maintain relatively high market shares that endure over the long-run. Superior persistence in brand performance, however, remains an elusive goal for most brand managers. New research from ZIBS' Sundar Bharadwaj provides significant insights. more >>

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Renovate Before You Innovate: Interview with Sergio Zyman
In his new book, Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing, the indomitable Zyman challenges us yet again: "You'd be amazed at how many companies confuse what they know how to do with what consumers will buy from them." more >>

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Trend Update: Massclusivity

The ongoing democratization of luxury (read: quality consumer goods and services at ever decreasing prices) has created powerful icons of new-style mass consumption: think Nokia, H&M, Zara, ING, DELL Computers, Gap, Virgin, Microsoft, Nike, EasyJet, or L'Oreal. Now, learn how it's changing the face of the global automobile industry. more
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Building a Branding Taxonomy
At ZIBS, we're developing a Taxonomy of Branding. In doing so, we wanted to make sure the organization of the taxonomy was diverse enough to handle the multiplicity of issues without being too overly elaborate. more >>

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