The battle of the brands in a digital world

A brand is a maker's name or trademark. According to Philip Kotler in Marketing Management, a brand is a ‘name, term, symbol or design which is intended to signify the goods and services of one seller or group of sellers and to differentiate them from competitors’. This very simple definition does not cover the full range of roles that a brand possesses. A brand is short-hand for a product’s quality and unique identity and for all the information that a ...

Changing of the guard in the smartphone market

Being an established brand adds significant extra value to a business and provides some security in poor economic conditions. For example, in Brand Finance’s list top 50 cosmetic brands by value, 19 of the 50 brands are over 60 years old, whilst 15 of them are over 100 years old. However, although brand loyalty can provide a cushion for many top brands, it cannot offer total protection from change and new competition, especially in sectors such as new technology. The mobile ...

Crowds move from surfing to sourcing to financing

Small may be beautiful as E.F. Schumacher once said, but it is normally more expensive. How can smaller firms challenge the goliaths in any market, such as Apple and Samsung, when resources required for research and development are so significant and where large firms gain from substantial economies of scale? Mass production methods create cheap goods and, with automation and robotics, standardisation is no longer the automatic downside.  So what is the solution for a new, or innovative, firm wanting ...

We’re all marketers now – engaging with the social media

According to the Nielsen Community Engine 2011 Social Media Business Benchmarking Study, the majority of organisations surveyed, who already use the social media, claim they will dedicate a greater proportion of the marketing budget to it in 2012.  Attitudes are changing towards social media with more businesses embracing it in their marketing plans. Firms are increasingly sensitive to the power of the social media in promoting their products and brands, but are not always confident about how to use its ...