Brand Touch Point Management

Touch-points Along with the emergence of the experience economy, a great emphasis has in recent years been placed on actively managing and coordinating all the touch-points a company faces its customers with. This is in order to create a consistent brand image and brand experience whether visiting the web site, physically entering a branch or receiving an invoice (Shaw & …

UrielBrand Touch Point Management

Brand Values Management

Brand values As a consequence of the globalization, many product- and service categories have been commoditized due to the diminishing difference between companies and their offerings. A parameter like for instance “quality” is within many industries no longer a mean for differentiation (David A. Aaker, 2007) as the quality standard has leveled out along with the maturity of the product …

UrielBrand Values Management

Historical Background of Marketing and Brand Management

Historical Background of Marketing and Brand Management Brand management is continuously evolving and as the economy changes it requires new approaches and different ways of thinking. In the next series of posts, I synthesize how brand management has evolved from its origin until the first years of the new millennium. I have divided this historical background into 4 major blocks: …

UrielHistorical Background of Marketing and Brand Management

The Origin of Branding

Branding started in Sweden in the middle age (476-1492) when the ruling economy was the agrarian and commodities were extracted from the natural world: animal, mineral, vegetables, etc. A brand was the action of burning a symbol into the flesh of a Norse in order to signify ownership of the animal. Entomology tells us that the word “brand” is a …

UrielThe Origin of Branding

Branding during the Industrial Economy

During the Industrial Revolution (1830-70) a clear shift was seen with the arrival of brands such as C&A 1841 and Levi’s 1850 (clothing sector); Tabasco 1868 and Heinz 1869 (fast moving consumer goods FMCG sector). However, in those days the power of the distribution chain was in the hands of the wholesale traders and as a result most producers made …

UrielBranding during the Industrial Economy

The Origin of Brand Advertising

In the last decades of the 19th century and the beginning of the 20th, manufacturers started making use of advertising and representatives in order to avoid the power of the wholesale traders. One of the first advertising agencies was founded in New York in 1864 as Carlton and Smith, an advertising broker buying and selling space in the popular religious …

UrielThe Origin of Brand Advertising

The Origin of Brand Management

As more brands appeared within same market sectors while competition within categories increased, managing the creation of ads and resulting images was not enough. It is said that in 1931, Neil McElroy changed marketing forever when he wrote the classic memo at Procter and Gamble (P&G), which lead to the creation of the discipline of brand management (Aaker, Joachimsthaler, 2000; …

UrielThe Origin of Brand Management

Evolution and Trends of Brand Management

Brand management is continuously evolving as the economy changes and requires new approaches and other ways of thinking. Consequently this post serves to highlight the main trends within brand management during the first years of the new millennium. Today the competitive landscape has become much more complex as companies compete around the globe and across industries online. Meanwhile brands have …

UrielEvolution and Trends of Brand Management

Brand Innovation Management

Brand Innovation As early as in 1967 Drucker formulated the famous notion: “There are only two value-adding activities in an organisation: “Innovation” and “marketing”. However evidence show that not much innovation are going on in the financial service industry, where banks and other financial institutions are absent form Business Week´s annual ranking of the Top 25 most innovative companies. This …

UrielBrand Innovation Management