Strong brands stick out in crowd: in a clutter market, positive associations make the difference

Article Abstract:

Corporate branding is a way of linking a company's corporate name with favourable attributes such as dependability, quality and financial performance, and has become the new way of marketing for many businesses. However, many executives are not convinced of the value of corporate branding achieved through advertising, public relations and other types of corporate communications. The success and value of a sales representative can be easily evaluated but the results of advertising are difficult to measure. Studies show that there is a strong linke between corporate reputation and customer support.

Marketing, Business enterprises

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The top ten trends to watch in 1998

Article Abstract:

Ten trends that are predicted to affect business-to-business marketing in 1998 include online customization, electronic commerce, web design maturation, globalization and loyalty marketing. Also included are database integration, consumerization and use of emotion in advertising. Companies will also rely more on information resources available online for their research requirements and more emphasis will be given to brands, which could potentially differentiate them in their category.

Methods, Forecasts and trends, Advertising, Database administration, Business-to-business advertising, Business to business advertising

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