Brand Babble: Sense and Nonsense about Branding

Abstract

1. What is a Brand? 2. Who Owns the Brand? 3. Separating Hula Hoops from Viable Brands. 4. Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques. 5. Mental Models, S-Curves, and Multi-tasking. 6. Reification, Abstractionism, Tribal Dances and Other Mumbo-Jumbo about Brands and Branding. 7. Avoiding the Mental Model Minefields. 8. Magic Words, Mystic Signs, an Other Incomprehensible Incantations. 9. Going Global. 10. Birth Pains and Stretch Marks. 11. Media Planning and Buying- An Arcane Science? 12. Why Branding Doesn?t Take a Ton of Media Spending. 13. Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure. 14. Searching for Brand Equity in All the Right Places. 15. Future Babble. Index.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 35 citations exist upstream.