brandingmag.com
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Branding Magazine is a publication focused on branding and brand management, exploring strategy, identity design, brand positioning, and related topics. It offers expert articles, case studies, interviews with brand leaders, industry news, and trend analyses for marketers and designers.
More resources on Brand Management
hbr.org
Harvard Business Review (hbr.org) offers research-based articles, case studies, and practical guidance on leadership, strategy, and organizational performance for managers and executives.
Interbrand Knowledge Center
Interbrand's editorial hub, publishing interviews with brand executives, commentary from its consultants, and the annual Best Global Brands analysis. Reading it shows how a major consultancy frames brand valuation, repositioning, and the tradeoffs behind real brand decisions.
Brand Management: Aligning Business, Brand and Behaviour
Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, that is, internally in addition to externally 5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. This course allows you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today 2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”
Building Strong Brands
Aaker's account of brand equity as an asset, built around brand identity, awareness, perceived quality and loyalty. Case histories from Saturn, Kodak and McDonald's show how to define a brand identity and manage a multi-brand system.
American Marketing Association
Website of the American Marketing Association, the main US professional body for marketers, publishing articles, research journals, case studies, marketing definitions and certification material. Useful for checking accepted terminology and following current practice across segmentation, branding, research and strategy.
Brand Leadership
Argues that tactical brand management should give way to strategic brand leadership, with brand architecture, sub-brands and endorsers as the central tools. Over 300 company cases show how to organise brand portfolios and build brands across markets and media.