While many companies promote social causes, advocates are skeptical of how genuine their commitment is.
Academic rigour, journalistic flair
Articles on Brands
Displaying 21 - 40 of 60 articles
Small and medium-sized businesses play an important role in economic growth and development but are hamstrung by their lack of adequate resources to market their goods and services.
It takes a lot for brands to back away from commercialisation opportunities. Cricket Australia’s backing away from Australia Day is significant.
Nestle’s experience explains why the Coon deliberations are taking so long.
Tab was Coca-Cola’s first foray into the diet soda market. Though the brand went on to build and maintain a legion of devoted fans, its days are numbered.
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
When you ask Americans what the word ‘science’ brings to mind, a majority respond ‘hope.’ Using this built-in brand can help communicate important science messages.
Advertising responds to the market – so how are brands responding to a global pandemic?
Brand loyalty is a two-way street.
Crisco’s main ingredient, cottonseed oil, had a bad rap. So marketers decided to focus on the ‘purity’ of factory food processing – a successful strategy that other brands would mimic.
Today, companies often take stances on social issues. A professor of brand responsibility compares ally brands with advocates.
Companies have an opportunity to reframe brand communications from the promotion of conspicuous consumption to becoming a regenerative force in urban economies.
With more and more brands claiming to be “luxury”, historical players have begun to rethink their use of the term.
Has the relationship between the Trump brand and the US president’s politics gone too far?
The female characters appear to reinforce traditional gender roles.
Consumerism is entering the playground and placing further pressure on already stretched parents.
John Lennon’s Revolution was panned by the radical media as a ‘petty bourgeois cry of fear’ in 1968. Then, in 1987 it was claimed by Nike to be the controversial soundtrack of its most seminal advert.
Going private would help Tesla reestablish its luxury status.
Major brands which suffer from high profile product recalls need to follow some basic rules to make sure they weather the storm.
It’s not just about Brexit. Unilever’s decision makes good business sense, too.
Top contributors
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Senior Lecturer in Marketing, University of Canterbury
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Professor of Journalism and Communication and Director of the Master's Program in Brand Responsibility, University of Oregon
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Senior Lecturer of Marketing, RMIT University
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Associate Professor, School of Social Sciences, The University of Western Australia
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Professor in Marketing, Charles Darwin University
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Adjunct Associate Professor, James Cook University
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Associate professor, The University of Melbourne
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Lecturer in Marketing, Cardiff University
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Professor of Communication, The Ohio State University
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S.C. Johnson & Son Professor of International Marketing, Northwestern University
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Associate professor, UCL
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Associate Professor of Marketing, School of Management & Marketing, Curtin University
