Brand Building : Brand value

John Emmert from Ford shares insights on how collaborating with Microsoft to launch Sync, a voice-activated, hands-free mobile communications and digital music player access, exclusively in twelve Ford, Lincoln and Mercury products helped elevate their brands.

Members of the ANA Brand Management Committee were asked for the names of branding agencies that perform brand strategy, brand positioning and brand naming, as well as creative logo work. Agencies located in the Eastern or Central Region time zones were preferred.

This article discusses how the Brand Manager at Clorox Derek Gordon successfully used a combination of creativity, pragmatism and relentless focus on the consumer to overcome the challenge of marketing numerous brands on a global scale.

This article explores things how brand marketers are using magazines to create stronger relationships with customers and the value that using outside agencies play in creating custom publications.

In this article, the CEO of CoreBrand Jim Gregory provides a personal perspective on brand accountability. Topics he touches on include recognizing the value of the brand, brand value, and the corporate reputation.

In this article the SVP of Corporate Marketing at Adobe Systems explores the importance of Corporate Social Responsibility (CSR), provides some insight on on how to best incorporate CSR concepts, and uses Adobe to illustrate an example of CSR.

This article explores the role Siemens Corp.’s Chief Marketing Officer, Tom Haas, has played in numerous campagins including the the launching of their new global brand campaign that coincided with the company’s 160th anniversary last October.

This cases study looks at the life of BASF Corp.'s slogan "We don't make a lot of the products you buy. We make a lot of the products you buy better."

During this presentation the Head of Advertising and Brand Management for Citigroup Global Wealth Management discusses what steps need to be taken to turn this period in time into the Golden Age of advertising.

Steve Sullivan, Senior Vice President, Communications, Liberty Mutual Group; Mike Sheehan, Chief Executive Officer, Hill, Holliday Advertising share their insights and reveal how Liberty Mutual has transformed its marketing model to ensure deep consumer relevance and clear differentiation - especially in comparison with well known competitors that feature humorous animations and cartoon characters.

The SVP of strategic change management of imaging and print group at Hewlett Packard shares insights on the company’s decentralized structure and the various responsibilities of business units and corporate marketing. Cathy Lyons reasons why having a strong brand is essential and how it allowed HP to tap into new marketers, such as next-generation centers, graphic arts mobility, commercial and industrial printing.

In this presentation Steve Berkowitz, Senior Vice President, Online Services Group, Microsoft and Laura Desmond, Chief Executive Officer, The Americas Starcom MediaVest Group reveal the results of a study that looked into the consumer group they have coined the "ad averse"

This article explores how ANA members measure brand health.

This article talks about the transitions of BellSouth and Cingular to the new AT&T.

In this presentation Anheuser-Busch Chief Creative Officer Bob Lachky shares tales of corporate courage and ingenuity that made Bud the "King of Beers."

Michael Kassan of Media Link, Anton Levey of General Atlantic, and Harry Sloan of MGM consider the reasons that private equity firms have become significant players in the brand acquisition market and discuss how to gain greater returns on their respective investments.

He knows that the cornerstone of successful marketing - particularly when it comes to the ubiquitous category of insurance - is "brand differentiation." Mr. Sullivan and will share their insights and reveal how Liberty Mutual has transformed its marketing model to ensure deep consumer relevance This presentation is from the Steve Sullivan, Liberty Mutual Group, and Mike Sheehan, CEO, Hill Holliday Advertising, presentation where they discuss the important of "brand differentiation" in Liberty Mutual's brand transformation process.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

New ANA research sheds light on how to measure and maintain brand equity.

Presentation from Roger Adams, Home Depot, provides an overview of the ANA and Guideline Brand Deterioration Study.

Allen Adamson (Landor) discusses drivers of brand success and how simplicity delivers brand promise. Includes a discussion of corporate and consumer brands.

This white paper discusses the results of the ANA and Guideline, Inc. Brand Deterioration Survey. In February 2007, the ANA and Guideline polled the ANA Brand Marketer Leadership Community to learn how they view the warning signs of brand deterioration. The survey also examined related topics on brand health and development.

In this presentation, Marianne Foley (Harris Interactive) discusses current brand research and provides examples of how to best report key findings.

This snapshot discusses why marketers need a long-term plan for building brand equity in order to achieve total accountability. Includes an example of an equity building imperative.

This case study explains how PR firm CooperKatz developed the Vespanomics PR campaign for Vespa, helping to drive sales and increase Vespa's market share.

The success of any business is grounded in the quality of the organization and the quality of its personnel. How that workforce is directed is another critical point. Steering an organization through change is an important dynamic for leading a company to success. The company's change process is leveraging Time Inc.'s core values to bolster company-wide trust. The companies' core values empower the transformation process so necessary to steer organizations to higher planes of performance.

This presentation explores how Wal-Mart decided to reset its direction and determine the key strategic platforms that would guide its marketing decisions and rebuild its brand.

This case study shows how Campbell Soup used nostalgia mixed with innovation to engage customers in an impacting way.

This article provides insights on Philips' branding efforts.