Articles on Branding

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Rand Paul speaks to New Hampshire voters as a banner featuring his campaign logo hangs in the background. Brian Snyder/Reuters

The branding of an American president

The use of logos is a relatively recent development in American campaigns. Now, they're more important than ever before.
As with its staff uniform, Qantas’ new advertising campaign lacks a unique brand identity. Dean Lewins/AAP

Teary Qantas ad campaign not the branding the airline needs

With its new “Feels like home” campaign, Australian airline Qantas is seeking to “rekindle that emotional connection Australians have with the airline”. Improvements in staff morale and company yield are…
Aldi and Lidl bring with them all kinds of new competition in the supermarket wars. PA/PA Wire

New problems posed for big brands by discount supermarkets

The decline of big supermarkets in the face of brutal competition from discount retailers like Aldi and Lidl has been widely discussed. But, as shoppers move away from conventional ways of shopping, little…

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