‘Parasitic’ or copycat brands which mimic famous names are creating a market place of their own but they are treading on thin ice when it comes to copyright and intellectual property law.
Academic rigour, journalistic flair
Articles on Brands
Displaying 41 - 60 of 60 articles
Brands are notoriously hard to manage and protect from global competition. Here’s how Triumph Motorcycles resurrected itself.
Why did most fans shun the prequel series, but embrace the recent spate of ‘Star Wars’ films? A recent study offers some clues.
Research shows social media allows people to disclose all sorts of information about their love for these brands and to seek out like minded people.
As companies strive to take advantage of the selfie phenomenon, they’re also realizing that consumers’ self-portraits constitute a whole new form of brand co-creation.
Every new batch of bees needs the equivalent of eight hectares of lavender fields to prosper.
Big tobacco companies have found a way around plain packaging with clever marketing techniques that undermine Australian regulations.
How can companies brought low by scandal or failure remember the lessons they should be learning?
Magazines like Vogue are fashion’s gatekeepers, but now style bloggers are democratising the fashion world – and the mags don’t like it.
The doping scandal has dragged the Olympic brand through the mud – and making it shine again will be no easy task.
Advertising takeovers and creative forms of disobedience are some of the few means left to contest who is allowed to maintain a public voice at COP21.
Essena O'Neill’s dramatic rejection of her successful social media channels raises important questions about how advertising and sponsored posts are regulated on social media.
New research shows that the old advertising maxim ‘sex and violence sell’ may be bad for business.
The star of John Lewis’s Christmas ad, Monty the penguin, has been leading a march of activity for the company. The cute and fluffy mascot has become the star of the season, thanks to his display of friendship…
International marketing expert Philip Kotler is in Melbourne this week telling Australian companies how best to position their brands in the face of new global challenges. These challenges include the…
With the gay pride season coming to a close, here is a question: have you withdrawn money from a multi-coloured gAyTM this summer? Or have you even tucked into your Burger King Pride Whopper? And if you…
In the world of luxury fashion, Chanel stands apart from the crowd. But it’s not the designs that make it different. The French luxury brand is one of the last few major labels that does not sell its clothes…
China manufactures an enormous amount of consumer goods. Its value to the global economy is estimated to be around US$7 trillion. But stigmatised as low cost, low quality products, Chinese brands have…
How many Twitter followers do you have? As a rule of thumb, the worth of a conventional blog can be measured by the number of comments it accrues per posting. If comments are the social capital of blogs…
Brands with Facebook fan pages are failing to engage with Facebook users beyond the initial “Like” click, according to new…
Top contributors
-
Senior Lecturer in Marketing, University of Canterbury
-
Professor of Journalism and Communication and Director of the Master's Program in Brand Responsibility, University of Oregon
-
Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
-
Senior Lecturer of Marketing, RMIT University
-
Professor of Marketing and Consumer Behaviour, Queensland University of Technology
-
Associate Professor, School of Social Sciences, The University of Western Australia
-
Professor of Sport and Geopolitical Economy, SKEMA Business School
-
Professor in Marketing, Charles Darwin University
-
Adjunct Associate Professor, James Cook University
-
Associate professor, The University of Melbourne
-
Lecturer in Marketing, Cardiff University
-
Professor of Communication, The Ohio State University
-
S.C. Johnson & Son Professor of International Marketing, Northwestern University
-
Associate professor, UCL
-
Associate Professor of Marketing, School of Management & Marketing, Curtin University
