Branding

Analysis and Comment (7)

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A marketing triumph: Red Bull’s space diving project made headlines around the globe. AAP

Newsjacking: a fad or the future for marketing?

By Richard Gruner, University of Melbourne

A newsworthy event is happening right now. And another, and another — it never ends. This is vital not just for feeding our 24-hour news cycle and hungry media corporations, but increasingly also for…
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Battle of the smartphones: the Apple iPhone IV and the Samsung Galaxy II . AAP

Spot the difference: brand power and the rise of the copycats

By Charlie Ranscombe, Swinburne University of Technology

Don’t worry — you’re not seeing double. Everything looks the same … well, certainly in mass market products such as consumer electronics. The high profile litigation between Apple and Samsung is just…
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Sweet victory: Cadbury now has the right to the trademark for the distinctive shade of purple it uses for the packaging of its chocolate. AAP

Trademark victory allows Cadbury to retain its purple reign

By Bruce Baer Arnold, University of Canberra

Can you own a colour, a name, or a sound? Those questions have been highlighted again in the UK, where there has been another outbreak of litigation about “Cadbury Purple”. Australian trademark law…
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We’re with the brand: how do we judge authenticity online with so many fakers hiding behind the screen? Image sourced from www.shutterstock.com

Please RT: protecting your brand is no mean tweet amid a flurry of fake accounts

By Mark Rolfe

I am the FakeMarkRolfe telling you that all FakeMarkRolfes on Twitter are liars. And so is the real Mark Rolfe @Marcjohnr. I’ve started with a variation of the old liar’s paradox, not to explore logic…
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Qantas will now have to work very hard to persuade people to trust their brand again. AAP

We’re hopping mad now, so how will Qantas win us back?

By Andrew Hughes

In 2011, brand is everything in the corporate world. While the rest of the business operations are considered a cost, marketing makes money. And central to so much of modern marketing is the brand, built…
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Kevin Rudd used to manage his brand well, but was toppled after an advertising campaign against him. AAP/YouTube

Democracy is dead, long live political marketing

By Andrew Hughes

MEDIA & DEMOCRACY: Today, Andrew Hughes looks at how voters have become consumers of political marketing, as part of The Conversation’s week-long series on how the media influences the way our representatives…

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