Queen Elizabeth II headed up an impressive global brand, the new king must maintain this success
Academic rigor, journalistic flair
Articles on Brands
Displaying 1 - 20 of 48 articles
Ads use music, colour and emotion to stress the sustainability of what they’re selling: even when the reality isn’t as attractive.
We should demand greater social responsibility from businesses, but pressuring them to undertake responsibilities that only governments can address is the wrong way to get there.
Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.
We reviewed research into gender stereotypes and biases in early childhood, and found gender as a social category develops early in life, and insight into some gender stereotypes begins early.
Victoria’s Secret learned a lesson other leading fashion brands and the industry at large are coming to realize: diversity sells. But when it comes to disability, brands aren’t quite there yet.
Throughout the pandemic we can see that place brands have evolved and those likely to survive are the ones that were already well established to begin with or ones that are more flexible.
In Australia, a preference for a particular brand of COVID vaccine is likely to change, depending on the latest health advice, and media reports.
While many companies promote social causes, advocates are skeptical of how genuine their commitment is.
Small and medium-sized businesses play an important role in economic growth and development but are hamstrung by their lack of adequate resources to market their goods and services.
It takes a lot for brands to back away from commercialisation opportunities. Cricket Australia’s backing away from Australia Day is significant.
Nestle’s experience explains why the Coon deliberations are taking so long.
Tab was Coca-Cola’s first foray into the diet soda market. Though the brand went on to build and maintain a legion of devoted fans, its days are numbered.
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
When you ask Americans what the word ‘science’ brings to mind, a majority respond ‘hope.’ Using this built-in brand can help communicate important science messages.
Advertising responds to the market – so how are brands responding to a global pandemic?
Brand loyalty is a two-way street.
Crisco’s main ingredient, cottonseed oil, had a bad rap. So marketers decided to focus on the ‘purity’ of factory food processing – a successful strategy that other brands would mimic.
Today, companies often take stances on social issues. A professor of brand responsibility compares ally brands with advocates.
Companies have an opportunity to reframe brand communications from the promotion of conspicuous consumption to becoming a regenerative force in urban economies.
Top contributors
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Professor of Journalism and Communication and Director of the Master's Program in Brand Responsibility, University of Oregon
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Senior Lecturer in Marketing, University of Canterbury
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Lecturer of Marketing, RMIT University
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Lecturer in Business IT & Logistics, RMIT University
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Professor of Internet Studies, Curtin University
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Professor in Marketing, Charles Darwin University
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Senior Lecturer in Marketing, RMIT University
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Senior Lecturer in Retailing, School of Marketing, Curtin Business School, Curtin University
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Associate professor, The University of Western Australia
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Professor, ANU Centre for Social Research and Methods, Australian National University
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Senior Research Fellow, The University of Melbourne
