...Nicolas Chanavat Purpose This research aims to examine the fundamental elements regarding Paris Saint-Germain (PSG) marketing strategy. Specifically, the objective of this analysis is the implementation of globalizing the club brand of PSG. Design/methodology/approach The author held three 2-h...

...). Research limitations/implications The joint management of offensive and defensive market‐oriented strategies leads to enhanced competitive positioning and increased market share of a portfolio of brands and products. Practical implications The trade‐off between offensive and defensive...

...Patrick Marren Purpose To relate the importance of branding – broadly defined, internal and external – to competitive strategy. Design/methodology/approach This is a viewpoint paper. Findings The ability to create and market a well‐understood image of one's product...

... Maureen Crowe.” Nicolas makes it sound as if this was a “done deal”, but from our perspective there remained an additional barrier. We still had to establish the business case with the rest of the brand team and in particular with the Director of Global Marketing for the Group. The Abbey Road workshop...

...Stephen Herskovitz; Malcolm Crystal Purpose In communicating their brands, businesses need to tell a compelling story that connects with its audiences on an emotional level. Every story requires a clearly understood central character with which people can identify and create a long‐lasting...

...James Bell Purpose The purpose of this paper is to demonstrate to business leaders in the developed world that many powerful brands are rising in the emerging economies; to indicate how those incumbents' branding approaches will need to adapt as a result. Design/methodology/approach...

... and the design methods, tools and processes used to embed design‐led innovation are explored. These are grouped under five headings: vision and strategy; brand and identity; product and service; user experience and innovative culture. Findings The paper finds that programmes which use design...

...Rick Wise; Jana Zednickova Purpose The purpose of this paper is to demonstrate to leaders of business‐to‐business (B2B) organizations the value of using brand management disciplines and tools to accelerate growth. The premise is that B2B organizations need robust, coherent brands...

... of customer loyalty and employee engagement are leading determinants of brand performance. These indexes can serve as powerful tools to build integrated messaging. Design/methodology/approach This article explores the impact of customer loyalty and employee engagement on corporate performance...

...Suzanne Hogan; Eric Almquist; Simon E. Glynn Purpose This paper examines how leading companies are building brands through comprehensive analysis and judicious improvement of the customer experience. Findings In the bid to build a world‐class brand, it's tempting for managers...

...Jennifer Barron; Jim Hollingshead Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using...

... rebranding snits. The second objective is to discuss six strategic options for implementing a rebranding campaign: 1. phase‐in/phase‐out strategy; 2. combined rebranding strategy via one umbrella brand; 3. translucent warning strategy; 4. sudden eradication strategy; 5...

...Jennifer Barron Emphasizes that without management that is active and astute, brand “intent” will not translate into what might be called the “customer experience” – the feelings and thoughts of people who learn, buy and purchase etc. Recommends four fundamental blueprints for building a solid...