Find out more about brand management with our selection of articles, books and online resources. We provide quick links to tools, techniques and best practices you can apply to your business.
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Stamping on the shoulders of giants
Good branding can help a small firm stay competitive with the big labels. This case study looks at a clothing firm planning a new brand management strategy. It covers the social responsibility included in the firm's marketing, the notion of authenticity in the identity of the clothing made, and the affordability of clothing products.
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The go-to expert: how to grow your reputation, differentiate yourself from the competition and win new business
H.Townsend (Pearson Education, 2014, 273 pages)
This book offers advice on packaging your brand and making your services irresistible to clients.
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The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.
Branding your business
Practical guide to creating and managing successful brands which stand out in the marketplace. Explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand.
The book's chapters cover the importance of brands, brand confusion, marketing communications and public relations, product design, operations management, and long-term brand management.
Developing winning brand strategies
The book contains chapters on uncovering potential for growth, balancing stakeholder choices, brand management, and evolving a business strategy that can sustain the strength of a brand.
Discount business strategy: how the new market leaders are redefining business strategy
The book explores why some companies are more successful than others, and contrasts their business strategies with regard to pricing and sales. It includes chapters on discount-based business strategy, the attractiveness of a core product, the value of good brand management and social capital. It features three case studies to illustrate successful corporate strategy.
Emerging trends, threats and opportunities in international marketing: what executives need to know
The book is composed of a series of marketing research articles, loosely grouped under four headings: marketing and PR in an uncertain world, competition from emerging international markets, global sourcing and supply chain, and marketing challenges engendered by current events. This last section covers brand management, trade and terrorism, and marketing in the wake of financial crisis.
individual publishers. Please see individual
Briefings are four-page guides written for the busy practitioner, director and entrepreneur providing concise, practical advice on core business issues.
Having a brand can differentiate your business from your competitors and drive customer loyalty.
Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.
The keys to guarding reputation
The article offers information on functions of board of directors' oversight of reputation risk management which are classified in five areas. Among the functions mentioned are integration of risk into business planning and strategy setting, effective communications and brand and image building, and positive culture on compliance with regulations, laws, and internal policies.
How franchises grow fast
Quick overexpansion is easy. Preparing franchise brands for strong, lasting growth is harder. The key is perfecting the concept, laying down a strong support structure and developing a loyal customer base before opening up the throttle. And to sustain rapid brand growth, it's crucial to offer support to franchisees.
Brand valuation in a spin
As branding has become more important to businesses, the valuation industry has responded by producing brand valuation league tables ranking the most valuable brands. But how helpful are these tables in reality?
Don't let big data take over your brand
Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Advanced marketing analytics and big data are making it harder to resist short-term promotional pressures. Here's some examples of companies which are using market segmentation and data analysis to work on brand building as well as quick-fix sales promotions.
The founders of New Zealand sports clothing brand Ilabb discuss how they're going about growing the company into a leading global 'action sports' brand. Having built their brand up in New Zealand, they're now using pop-up stores to expand into the U.S. Cashflow is their biggest business challenge.
Finance & Management Faculty
View articles on marketing and brand management. Free to faculty members.
Guides and reports
Brand equity database with individual annual reports covering:
- top 100 global brands
- top 50 most valuable Chinese brands
- top 50 most valuable Latin American brands
- top 25 most valuable global retail brands.
How to protect your intellectual property
Guidance from GOV.UK for businesses on copyright, patents and trademarks.
The power of branding: a practical guide
Guide from the Design Council on branding which outlines what branding is and how you can use it to help improve your business or the perception of your service. Sections cover:
- what we mean by brand and branding
- how the web has changed the relationship with customers
- how branding can help your business
- the key ingredients of any good brand
- how to communicate, manage and develop your brand identity
- branding for different market sectors
- the relationship between design and branding
Your personal brand
Tools and advice from PwC's careers section with an Online ID Calculator to analyse your online reputation and an interactive PDF workbook to help map your brand plan.
Leading brand valuation consultancy. The Knowledge Centre section of the site contains research into the world’s most valuable brands and includes reports, articles, white papers and league tables.
British Brand Group
A membership organisation comprising many leading brand manufacturers. The group's publications include case studies and briefings.
Intellectual Property Office
Government body offering help and advice on protecting intellectual property.
Superbrands UK commissions independent research to identify the UK’s strongest brands. It produces annual league tables for Consumer Superbrands and Business Superbrands. Superbrands UK is part of a global business operating in over 50 countries worldwide.
Previously known as the World Advertising Research Center, WARC provides information and research on all aspects of marketing, media and communications. Registration is required to access articles, papers and case studies. A free trial is available.
Articles and books in the Library collection
Selected books and articles
Value in familiarity?
Finance and Management, No.244. June 2016 p13-15.
This article looks at the best way for a business to value its brand, and how to make the most of it financially. Available online to logged in Finance and Management faculty members.
MicroDomination: how to leverage social media and content marketing to build a mini-business empire around your personal brand
Young, T. (John Wiley & Sons, 2013)
This new book from entrepreneur and communications guru Trevor Young shows you how to tap into your particular area of expertise and build a small business around what you know and love. Features actionable guidance on using content marketing and social media to grow your brand and business.
Get your customers' Pinterest
Director, March 2013. pp.78-81
Discusses the social network website Pinterest, which allows users to post images that interest them on to their profile. Discusses how businesses can use this to interest potential customers in new products.
The brand likeability effect: can firms make themselves more likeable?
Journal of General Management, Vol.38. No.3. Spring 2013. pp.25-50
Brand likeability is a concept that is little researched, particularly at the firm level. The question of 'what is likeable?' has not yet been answered thoroughly and few studies have to date examined what causes a firm or brand to be perceived as liked or disliked. This paper aims to provide an understanding of the theories and concepts that explain brand likeability.
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