How much an item costs is as much a part of its brand and positioning as its design and advertising. Price is perhaps the least glamorous element of branding, but it is one of the most crucial...

If advertising is the visible face of a brand, then the craft known around the world as "PR" is the invisible one. Since the early days of PR, when Edward Bernays succeeded in breaking the age-old...

Every place is a brand—nations, regions, cities, districts, streets, even individual shopping malls and individual buildings. Whether as an origin or a destination, a place to buy things from, or a...

As we have seen, package design can often provide the whole reason for a brand to exist. In spite of this, the package is just one of several tools in the brand-building tool kit. Some products...

In most cases a brand needs to reflect the long-term mandate of the civil services, and of social structures such as welfare or development initiatives. Other entities, such as political parties,...

Developing and applying an integrated, sensible brand for a large organization is a daunting, long-term task, with uncertain results. Multinational corporations such as BP have completely redefined...

Besides color and typography, visual style includes elements such as photography, illustration, and other graphic motifs, including borders and frames. Selecting the right kinds of visual elements...

Before anything else—logo, packaging, or advertising—a brand needs a name. The name is the thing by which a brand is remembered and discussed. A "good name" is synonymous with a good reputation. It...

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settiThe word merchandise has two...

The measurement of service quality creates similar benefits and difficulties to that of satisfaction. According to accepted theory, satisfaction arises from a positive judgement of service quality...

The growing importance of RM has directed the attention of many marketing researchers to the concept of trust, which has long been of interest to several other disciplines including human resource...

Not only are there differences over the definition of relationship strength, but also about its antecedents, elements and consequences. For example, Patterson and Smith (2001) and Bove and Johnson...

Critics of service quality and satisfaction monitoring generally advocate the monitoring of loyalty or repeat purchases (e.g. Reichheld et al., 2000). Loyalty has two important advantages - it...

Clearly, the financial benefits arising from a relationship will be of prime importance to the RM manager. The concern here is more with performance than with diagnosis - most of the financial...

The importance of communication Marketing communications are clearly central to RM. Duncan and Moriarty (1998), for example, argue that trust and commitment are products of communication, concluding...