Sunscreens’ change in branding from health essential to beauty product could help us slop on more cream - but it also creates more ‘beauty work’ for women.
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Articles on Branding
Displaying 41 - 60 of 140 articles
Forced into selling his own merchandise to stop others doing the same, the artist could end up facing other similar challenges because he trademarks rather than copyrights his artworks.
Visual arts and performance have always been central to protest movements - but the unified branding of Extinction Rebellion shows a new approach to activism.
To celebrate National Vodka Day, a food historian debunks myths and highlights unknown facts about one of America’s favorite liquors.
As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.
Today, companies often take stances on social issues. A professor of brand responsibility compares ally brands with advocates.
The high court struck down a ban on trademarking ‘immoral’ or ‘scandalous’ words and symbols. A trademark scholar explains why that’s a good thing.
Companies have an opportunity to reframe brand communications from the promotion of conspicuous consumption to becoming a regenerative force in urban economies.
Google, Amazon and other powerful groups are renaming American cities and neighborhoods. That may make the area more appealing to newcomers – but, in many cases, residents aren’t happy.
Many major luxury goods firms have long made place a key part of their identity, and a visit to a traditional silk-weaving centre in Vietnam shows that the approach could work for small firms too.
Has the relationship between the Trump brand and the US president’s politics gone too far?
Through their text and graphic design, business-school logos are signs that “speak” to their stakeholders and the public at large, communicating identity, values and promises.
Going private would help Tesla reestablish its luxury status.
Advertising as a life story – this clever campaign branded a Spanish beer with a sense of belonging.
It’s all about being ‘sufficiently distinctive’ and in the multi-billion dollar chocolate business, much is at stake.
Ronaldo and Messi cannot go on forever, and Neymar, Pogba and Salah are waiting in the wings.
Compared with years past, the build-up to the Russia World Cup has been relatively subdued from a marketing and advertising standpoint.
While often lumped with other European populist parties, Beppe Grillo’s M5S is a movement of activist fans mobilized by the messages of his “celebrity brand”.
Justin Trudeau’s disastrous trip to India is regarded by some as an exercise in so-called nation branding gone badly. But we might want to blame the game, not the player.
In competing with Canada’s black markets, legal cannabis has potential strengths and weaknesses. Most flow directly from governments’ policy choices.
Top contributors
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Lecturer, Research School of Management, Australian National University
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Professor of Marketing, University of Birmingham
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Reader in Intellectual Property Law, City, 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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Senior Lecturer in Marketing, University of Nottingham
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Professor of Marketing, University of Southampton
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
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Professor of Marketing, Royal Holloway University of London
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Associate Professor, Operations Research, Brock University
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Professor, Montpellier Business School
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Professeur senior d’analyse financière, d’audit et de risk management - Directrice de Programme pour le MSc Fashion Design & Luxury Management- Responsable de la spécialisation MBA "Brand & Luxury Management", Grenoble École de Management (GEM)
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Professeur en marketing, EM Lyon Business School
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Chair in Arts Management, School of Management and Marketing, Deakin University
