Branding

Branding topicsFrom differentiation and positioning, to identity and perception research, the AMA offers an abundance of information, expert insights and educational opportunities on all things related to developing, managing and promoting a successful brand.

Below you'll find links to the latest branding-focused AMA events; magazine and journal articles; podcasts, webcasts and more.

Also, check out the tools and templates the AMA has available​ to help you develop a market research project that will deliver accurate and relevant results.  ​​​​​

By: Larisa Ertekin, Alina Sorescu, and Mark B. Houston … More than 3,000 trademark infringement lawsuits are filed each year in U.S., with litigation that advances to trial costing …
Authors: Larisa Ertekin, Alina Sorescu, and Mark B. Houston Date: 9/26/2018  

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A brand doesn’t need millions of followers to deal with angry customers online … Social fury can have sever impacts on brands … Uber and United Airlines are two that suffered after their …
Authors: Hal Conick Date: 9/21/2018  

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Companies sometimes struggle to use impactful signature stories … Signature stories break through distractions and disinterest to change perceptions, inspire and generate memories …
Authors: David Aaker Date: 9/20/2018  

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A product or service may be innovative for a couple months or even years, but eventually it will be copied … What distinguishes a brand beyond its innovation is service …
Authors: Kevin Kelly Date: 9/20/2018  

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The New York Times responded to the sharp contrast in American views in its first brand campaign in a decade … The ad came at a time when Americans were not only disagreeing strongly with …
Authors: Sarah Steimer Date: 9/20/2018  

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A peek inside the marketers’ offices that make us drool … A peek inside the James Agency … The James Agency (TJA), a Scottsdale, Arizona-based integrated advertising, public relations and …
Authors: Marketing News Date: 9/20/2018  

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Creative teams spend as much time on edits and revisions as they do designing and developing their creative projects … There’s a better way for creative teams to collaborate, using the …
Authors: Linda Zid Date: 9/20/2018  

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By: Ashlee Humphreys & Gregory S. Carpenter … Status can play a critical role in creating an advantage over competitors … New research suggests companies can harnass status and grow …
Authors: Ashlee Humphreys & Gregory S. Carpenter Date: 9/19/2018  

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Customers will remember the experience they have with a brand much longer than the price they paid … Customer expectations have changed, and businesses need to get to the future before …
Authors: Selma AvdicDate: 9/14/2018  

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Ben & Jerry’s is in 35 countries both with its products and its social and environmental missions … The company’s values are a major part of its brand, meaning consumers often get more …
Authors: Sarah Steimer Date: 9/11/2018  

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