Friday, June 23, 2017

Archives for July 2011

A Theme Park for Dracula?

A Theme Park for Dracula? Entertainment Branding. During the early 1990s, with the success of Walt Disney World in Florida, it seemed that theme parks were the brand building tool of choice for any Brand which could offer entertainment and rich media. Driven by the need to build a post-communist economy, Romania has moderated its previous rejection of Dracula as a vampire and shifted its focus to leveraging the Transylvanian myth for economic gain.

Brand Development

Smaller companies, with local and regional markets, often accept the dominance of large, national brands in their marketplace. All too often they assume that good branding and targeted marketing is either too complex or too expensive to be within their reach.

The New Brand Management – Corporate Reputation

Corporate branding is moving beyond its concern with consumers alone, to become increasingly concerned with inspiring confidence among investors, creating a positive work environment for employees, and protecting the communities and the environment within which an enterprise operates. This shift to a brand strategy of social responsibility is a brand management strategy for attracting and retaining customers by building corporate reputation through the practice of corporate social responsibility.

The Reichstag Building, Berlin

The Reichstag building is a historical edifice in Berlin, Germany, constructed to house the Reichstag, parliament of the German Empire. It was opened in 1894 and housed the Reichstag until 1933, when it was severely damaged in a fire. In 1990, it underwent reconstruction led by internationally renowned architect Norman Foster. After its completion in 1999, it became the meeting place of the modern German parliament, the Bundestag.

PepsiCo Goes Natural

PepsiCo. Inc., the massive food and beverage conglomerate with a market capitalization of $73 billion and annual revenues in excess of $27 billion, has announced their intention to migrate their snack food and beverage offerings to a more healthy profile, and to encourage the moderate consumption of snack foods.

Why Do We Need a Brand Strategy?

With the dawn, during the mid 1990s, of the Age of Intellectual Capital, came the realization that the real wealth in the modern enterprise is located in the intangible assets of that enterprise and not in the “traditional (tangible) assets” such as real estate, plant, equipment, inventory, cash, and the like.

Intellectual Capital and Intellectual Property

How does traditional “Intellectual Property” fit into the modern discussion surrounding the value and practicality of “Intangible Assets,” “Knowledge Assets,” or what has come to be known as “Intellectual Capital?”