...@gmail.com © Emerald Group Publishing Limited 2010 Competitive advantage Competitive strategy Brands Consumer behaviour Perception Product positioning A manufacturing executive presenting an analysis of his unit to colleagues at an in‐house seminar recently reported that a major...

...David W. Norton; B. Joseph Pine, II Purpose This paper, written by leading brand experience consultants, aims to describe how disruptive innovation occurs for experience offerings. Design/methodology/approach The paper presents a case study review of major disruptive experience...

... consumers identify emotionally with a brand and feel listened to and understood by the company that makes it. NPS scores help identify groups of consumers who feel well served by your product and groups that do not, whose needs you can then probe further. NPS opens a window into how well mass brands...

... points. Vishrut Jain can be contacted at: vjain@marakon.com © Emerald Group Publishing Limited 2006 Competitive strategy Innovation Brands Management development It's conventional wisdom that, unlike their western counterparts, most Asian companies are not organized around...

...Kevin Clark; Mark McNeilly When operations are consolidated to simplify product lines and to gain efficiencies in practices and marketing, can the brand identities also be consolidated? This was the question that IBM PC Division marketers faced. This article explores their approach to answering...

... centricity; brandish the brands: aggressively launch measures to re‐affirm the brand positioning; personalize with precision; focus on the fundamentals: guest service, revenue management, and brand building to offer a better quality product and more customized guest service with a lower cost structure; shift...

... future, demands for the consumer’s attention will continue to escalate. Consumers will gravitate to trusted brands to manage and filter the bombardment of choices. In the attention economy, therefore, consumers exert greater power to shape content and experiences. In response, companies will need...

...Richard Schreuer New technologies and distribution channels are creating an environment in which branding will become more important. At the same time, consumers are becoming increasingly sophisticated about the relationship between brand promise and performance. Marketing must create branding...

...Scott M. Davis A brand is made up of three things: what a company sells, what a company does, and what a company is. A brand represents a set of promises. It implies trust, consistency, and a defined set of expectations. The strongest brands own a positioning in the consumer’s mind that is unique...

...Alan Bergstrom As Internet usage grows, brands are becoming even more important than they have been in other channels or environments. With more choices from many unknown providers, customers tend to choose a provider that represents a set of values or attributes that are meaningful, clear...