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A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions to take into account when managing brand identity, especially in an international context. Factors for successful management of global brands are also identified.
The paper criticises the widespread speculation following "Marlboro Friday" in 1993 that consumers have turned against brands and are increasingly motivated by price alone. Retailer power is a real phenomenon, but many of the other claims made about the "ninetiesâ consumer" are at best speculative. What did happen in the eighties, however, was that too many brand owners behaved as if a brand name alone could guarantee continuous success and endless price rises. But a successful brand has to keep its promises, and consumers are not so easily deceived. Brands will survive because they offer important levels of reassurance and meaning to consumers. This will remain TRUE despite the changes taking place in the market. Successful brands need a sense of vision and purpose to direct their relationship with the consumer. The paper describes a framework for defining brand identity called Brand Foundations, developed and used within DDB Needham.
Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a singularity, an identity. But what is an identity ? How can it be analysed? What are the possible sources of communication differentiation? A model of identity analysis is presented: a retailer's identity has six distinct but inter-related facets, which can be used to differentiate it from its close competitors. This model, called identity prism, is used as a guide for maintaining singularity and coherence across all retailer's communication outputs. Today the message style has become the message itself: the identity prism is an attempt to control what was so far abandoned to the hazards of mere creativity.
This paper details the findings of an empirical study designed to investigate just how powerful newspaper headlines might be in terms of: 1) communicating signals that allow the reader to identify the title, in the absence of any other, formal, identification cues, and 2) attracting potential readers. The paper reviews the achievements of three national daily newspapers in terms of their ability to speak with a clear, consistent, identifying accent - and discusses how key editorial and journalist personnel might benefit from such findings.