Counter Branding
An attempt to damage a brand by associating it with individuals and situations that are not consistent with the brand’s values and image. Counter branding may also describe the strategic creation of a...
View ArticleCo-Branding
Co-branding is the practice of using two or more complementary brands to create new goods and services that are more appealing to potential purchasers than if they were branded by a single brand....
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Battle of Soy Milk Brands: 8th Continent Challenges Silk
New campaign for 8th Continent soy milk focuses on moms to play up the brand’s family roots. The campaign enables 8th Continent to reinforce their family roots without directly attacking category...
View ArticleHow Seasonal Sales Shift and 'Christmas Creep' Impact Retailer Growth
"Target, Toys R Us, Sears and Kmart are just a few of the big retailers that have launched mega-sales in recent weeks to tempt increasingly cost-conscious shoppers to their stores. This phenomenon --...
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How Brand Marketers Can Redesign Product Packaging and Labeling Without...
We all know that packaging does more than serve as the container for your product, and that labels do more than tell consumers what’s inside. They’re both key manifestations of your brand. So, why do...
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