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McDonalds, Wendy’s, Burger King… these are a few of the major players in the fast food arena who have recently entered in to a double-cheeseburger value menu pricing battle being waged all across the country as consumers look for cheaper food options. The Wendy’s Doublestack, the McDonald’s McDouble, and the Burger King Double Cheeseburger are …
Notice all the price cutting and special offers during our economic tsunami? Seems that many brands decided that in order to increase brand profitability, they needed to slash prices. Well, a recent study with marketing professionals noted that this price-slash practice is having a negative impact on profits. Even with deep discount, merchants are experiencing …
Your brand profitability is slipping despite great new products at competitive prices, sufficient inventory and an adequate distribution network (consider: BUICK)
You are increasingly being squeezed out by both higher-priced and lower-priced brands (consider: COACH)
Your target customers have limiting brand perceptions (consider: XEROX) or many different perceptions of who you are (consider: KYOCERA)
One of your strongest …
What happens when brands are tied to their founders but can’t stand alone? Brand personification: is it a good or a bad thing? And what does it do to brand profitability when the founder moves on?
There are two opposite approaches to brand personification. On one end, you have the example of the Trump Empire that …
I often wonder what logos and wordmarks look like in places that don’t use English/European alphabet characters. Luckily, Jason of Graphicology has taken a camera on shopping trips in Dubai, and captured some images of global brand translations to Arabic. Very interesting. Seems like good brand strategy to translate brands this way. It probably …
Image by Getty Images via Daylife
Millions of dollars are spent each year on creative advertising and research in attempts to get into the minds of consumers, and translate awareness into preference and brand profitability. And for a lot of the companies the investments pay off. But, imagine not having to spend that much money, or …
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