Hermès: behind the scenes of the French luxury gem
Case analysis of Hermès and its four strengths: a real identity, the creativity and skills of its artisans, innovation, and the fact that it remains an independent family company.
Academic rigor, journalistic flair
Articles on Branding
Displaying 1 - 20 of 68 articles
Disconnected: Can universities surpass brand image to make their social media relevant?
Universities could dramatically transform their role in society through better use of social media
How Spam became one of the most iconic American brands of all time
Eighty years ago, Hormel Foods introduced a simple, canned meat product called Spam. It would go on to become one of the greatest marketing success stories of all time.
Brand perception and personal names
Brands affect how products are perceived. The same is true of our names, making them our personal brands.
US Supreme Court decision risks deluge of racist and offensive trademarks
Have American companies just been given the green light to deploy "edgy" branding that goes way too far?
The economics behind Uber’s new pricing model
Charging consumers different prices for the same service is actually a very common practice called "price discrimination".
How selfies can build – and destabilise – brands
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.
Football’s unholy alliance with alcohol sends a dangerous message to young people
The cosy relationship between big sporting events and alcohol brands flexes too much muscle – and young people are suffering for it.
How brands that disguise their origins do damage to their bottom line
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins.
Rescaling through city branding: The case of Amsterdam
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.
Why getting to the start line of the London Marathon can be tougher than reaching the finish
Who's really running this famous race?
Five branding mistakes you should avoid in your small business
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.
Political populists – the new branding trail blazers?
Businesses were top dog when it came to branding but popular politics show there's a new player in town.
How the tobacco industry is gaming Australian health regulations
Big tobacco companies have found a way around plain packaging with clever marketing techniques that undermine Australian regulations.
How Kanye West and Adidas are conquering the millennial market
Sell-out product 'drops' are the new way that brands get millennials hooked on their goods.
From chickens and pickles to iSnack 2.0: the trends behind the brand names you remember
How did K come to be used more often in brand names than would be expected by chance?
Anthill 5: Reboot – part 2
CC BY-ND31.5 MB (download)
In part two of our podcast on rebooting, we explore what would happen if humanity was wiped out, take a look at a political comeback in France, and get a taste of a revamped US institution.
New research shows how Native American mascots reinforce stereotypes
If your city has a team with a Native American mascot, you're more likely to hold stereotypical views of Native people.
Here’s what happens when you ‘like’ a brand on Facebook
Companies seem obsessed these days with getting you to 'like' them. But what does that really mean?
How the IOC effectively maintains a gag order on nonsponsors of the Olympics
Olympic organizers are known for fiercely protecting their many related trademarks. It helps maintain their value – but to whose advantage?
Top contributors
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Professor of Sports Enterprise, University of Salford
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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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Senior Lecturer in Marketing, University of Huddersfield
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L'Oréal Professor of Creativity Marketing, ESCP Europe
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Lecturer, School of Social Sciences, UNSW
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Assistant Professor, School of Law, University of Canberra
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Lecturer in Marketing, University of Melbourne
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Professor in Marketing, Charles Darwin University
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Discipline Leader, Marketing, Victoria University
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Professor of Politics & Co-Director, Aston Centre for Europe, Aston University
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Researcher in Product Design and Branding, Swinburne University of Technology
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Assistant Professor, University of Western Australia
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Lecturer in Marketing, RMIT University
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Director of Undergraduate Studies, School of Journalism, Media and Cultural Studies, Cardiff University
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