Latest Research

FEATURE: "It does exactly what it says on the tin" - slogans as trademarks

By James Mitchell / Brand Republic
08-Sep-04

Is it possible to register slogans in the same way you can register other marks, giving you exclusive rights of usage? If so, how do you do it and are there problems in doing so? By intellectual property and technology lawyer James Mitchell.

FEATURE: US market entry: how to get Americans to chase your brand

By Stephen Esbin / Brand Republic
08-Sep-04

For UK companies entering the US marketplace, the market dynamics of pricing, product, distribution, and promotion can give a competitive edge, but not a long-term one. Stephen Esbin discusses the lasting benefits of developing strategic positioning and branding strategy.

FEATURE: The global power of WWW

By Naseem Javed / Brand Republic
12-Aug-04

The most powerful three letters in the world today are www. Naseem Javed, author of Naming for Power and Domain Wars, examines branding with letters.

FEATURE: Parallel trade - for whom the bell tolls?

By Harsha Ramanan / Brand Republic
03-Aug-04

Analysis in over a dozen industries shows that European profits could drop by 20-40% if prices fall to their lowest level in Europe due to parallel trade. Harsha Ramanan, of Simon-Kucher and Partners, discusses what this means for brand owners, and sets out strategies for managing parallel trade.

FEATURE: Are you keeping up with the GenJonesers?

By Dick Stroud / Brand Republic
01-Aug-04

Dick Stroud of 20plus30 marketing takes a tongue-in-cheek look at generational marketing.

FEATURE: Marketing your corporate support overhead

By Richard Bellanca / Brand Republic
01-Aug-04

Richard Bellanca argues that business support functions inside large organisations need to market themselves to their captive customer base. Reprinted with permission from marketingpower.com.

Understanding the Chinese consumer

By The McKinsey Quarterly / Brand Republic
21-Jul-04

Laurent Philippe, the head of Procter & Gamble in China, explores how to beat the competition in the country’s huge and complex market.

FEATURE: Yeo Valley taking organic to new frontiers

By Organic Monitor / Brand Republic
08-Jul-04

Yeo Valley Organic’s brand strategy is taking organic products to new frontiers in the dairy industry, according to industry consultants Organic Monitor.

Organising for CRM

By The McKinsey Quarterly / Brand Republic
08-Jul-04

Companies should treat a customer relationship management solution as a product or service and its users as internal customers — by making it valuable, pricing appropriately, advertising, and providing after-sales support. Article from the McKinsey Quarterly.