Brands and Brand Equity
Do Price Deals Jeopardize Customer-Brand Connections?Jan 16, 2014
Do the long-term effects of price promotions outweigh the immediate sales lift they create? A study by London Business School researchers Aylin Aydinli and Marco Bertini suggests otherwise.
Brand Marketing Revolution? Not So Fast, Says Branding Expert Kevin Lane KellerJan 13, 2014
An international leader in the study of brands, MSI Executive Director Kevin Lane Keller argues that marketers shouldn’t rush to overturn current brand marketing practices, as some have suggested.
MSI Academic Trustees Review Journal “Must Reads” from 2013Jan 10, 2014
MSI Academic Trustees offer their recommendations and thoughts on journal articles published in 2013 that marketers should read.
Is Your Brand a “Partner,” a “Best Friend” or a “Secret Affair” For Your Customers?Jan 10, 2014
Brand relationships come in all shapes and sizes, but marketers tend to focus on loyal brand “marriages,” missing opportunities to relate to customers who may see their brand as a best friend, a fling, or even an adversary, says Boston University’s Susan Fournier.
How Social Media Drives Brand Engagement and SalesDec 20, 2013
With two years of Twitter data, researchers connect the dots to consumer engagement and brand sales.
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