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1 - 5 out of 5
A Tale of Two Strategies: Locale-Specific or Global-Generic Branding and Marketing Campaigns?
by Talia Baruch, Benjamin B. Sargent, September 01, 2012, 3 Pages View abstract 
McDonald’s might serve the same fries in New York or Tokyo, but serves wine in Spain and samosas in India. The stark choice between product consistency and divergence at food service companies makes them frequent fodder for business case studies . . .
 
An Ounce of Name Evaluation Is Worth a Pound of Cure
by Talia Baruch, Nataly Kelly, August 20, 2012, 4 Pages View abstract 
In March 2012, Nike launched a sneaker called the Black and Tan. There was just one problem. To use the words of the president of the Irish Lobby for Immigration Reform, the name of the shoe “would be the American equivalent of calling a sneaker . . .
 
To Adapt or Not to Adapt Your Brand Name
by Talia Baruch, Nataly Kelly, August 20, 2012, 2 Pages View abstract 
It’s a question that many companies wrestle with when moving into other markets, especially ones that speak languages written in non-Latin scripts: Should we adapt our brand name? For many global companies, brand name adaptation can be a painful . . .
 
Global Logos that Speak Louder than Words
by Talia Baruch, Donald A. DePalma, July 02, 2012, 2 Pages View abstract 
Marketing specialists estimate that the average Westerner sees 6,000 logos per day. They appear on stores, billboards, screens, websites, magazines, and even in the sky on banners pulled by small planes. All seek to communicate their brand values. However, . . .
 
How Taglines Can Make or Break a Global Brand
by Talia Baruch, Nataly Kelly, June 30, 2012, 3 Pages View abstract 
Taglines are truly powerful. One brief phrase can define your brand identity and set you apart from the competition. When combined with your brand name and logo, a tagline can make your brand sing. When consumers make the long-lasting link between . . .
 
 
 
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