Brands affect how products are perceived. The same is true of our names, making them our personal brands.
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Must the money raised to save wildlife always aid the most popular animals? New research suggests that marketing can persuade donors that northern hairy-nosed wombat lives matter too.
Seeing cheerful kids in fundraising pitches works better for some potential donors than others, research suggests. Nonprofits may want to tailor their appeals to different audiences because of that.
India’s advertisements not only challenge but also reverse the dominant roles that Indian men assume with the women in their lives.
How a simple bacterium traveled across time and space to become Japan’s latest food fad.
The UK is the latest country where tobacco companies cannot market their brands on their packets.
Where’s the evidence behind claims Band-Aids speed up wound healing? Here’s why we’ll never know.
Adults are dumbfounded – and according to an expert on fads, that’s probably the point.
Avocado demand is driven not just by their supposed health benefits, but by their newness, exclusivity and symbolic, aspirational value to a burgeoning middle class.
A host of spaces that were once immune to commercial intrusion – from parks to our friendships – are now being infiltrated by advertisers. Are we being enslaved by a ‘merciless master’?
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins.
Facing international competition to attract people, jobs and firms, cities are branding themselves. But to succeed they must identify key values and address the question of identity.
Wells Fargo and United Airlines have both been facing an onslaught of negative publicity and will have a tough time restoring trust with their customers. Here’s a good place to start.
But standards of service are so low across the US airline industry that United may well get away with it.
Computers are getting better at identifying people’s faces, and while that can be helpful as well as worrisome. To properly understand the legal and privacy ramifications, we need to know how facial recognition technology works.
A significant portion of small business failures are caused by branding mistakes and owners who don’t understand the importance of branding. Here are the common mistakes.
It’s all about controlling the yuck factor.
The blockchain isn’t just for Bitcoin transactions. Advertisers can no longer ignore blockchain’s huge implications for the world of marketing.
Nokia’s decision to revise an old mobile phone classic should appeal to a movement of people who prefer to play with the older technologies.
Businesses were top dog when it came to branding but popular politics show there’s a new player in town.
Kontributor teratas
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Professor of Marketing, University of Birmingham
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Lecturer, Research School of Management, Australian National University
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Louise Grimmer adalah Sahabat The Conversation.
Senior Lecturer in Retail Marketing, University of Tasmania
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University, Deakin University
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Senior Lecturer in Marketing, University of Nottingham
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Associate Professor, Operations Research, Brock University
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Associate Professor, University of Technology Sydney
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Professor of Marketing, University of Southampton
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Professor, University of Galway
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Executive Director of Postgraduate Programmes, Surrey Business School, Royal Holloway University of London
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor of Public Health Policy, Deakin University
