Branding

brand strategy
- marketing objective sought by giving or associating products or services with a particular brand.  There are at least four brand strategies that a firm can pursue: corporate blanket brand, family blanket brand, product range brand, and new product brand

Unbranded --> brand as a reference--> brand as personality --> brand as icon

Types of brand
- product
- line or range
- umbrella or pillar brands
- company, family or source brands
- endorsing company, corporate or banner brand
- designer labels
- griffes or haute couture brands
- licensed names
- retailers' brands

Brand guidelines
- example

• http://www.belfastcity.gov.uk/about/brand-guidelines.aspx

Indicators of corporate reputation
- physical
- financial (ROI, shareholder value, etc)
- intellectual
- reputational (media comment)

香港品牌總商會 (also see Hong Kong people for 鄭陳曼芝)
- 港商組商會 增「牙力」攻內地 http://pdf.wenweipo.com/2014/05/19/b04-0519.pdf

Index
- Nation Brands Index

• http://www.gfk.com/news-and-events/press-room/press-releases/pages/nation-brand-index-2013-latest-findings.aspx

- charity brand index

• http://www.thirdsectorresearch.com/

- corporate branding index

• http://www.corebrand.com/brandpower

- http://young-rubicam.de/tools-wissen/tools/brandasset-valuator/?lang=en
- http://www.harrisinteractive.com/Products/EquiTrend.aspx

Measuring tools
- http://www.edelman.com/insights/intellectual-property/2014-edelman-trust-barometer/
- ISO 10668
- brand equity http://www.wpp.com/wpp/marketing/brandz/brandz-reports/
- rotterdam organizational identification test

Qualification
- http://www.placemanagement.org/

• http://www.placemanagement.org/default.asp?a=menubottom&id=450

Academic journals
- journal of place management and development http://www.emeraldinsight.com/journals.htm?issn=1753-8335

News
- http://www.economist.com/news/business/21614150-brands-are-most-valuable-assets-many-companies-possess-no-one-agrees-how-much-they
- http://www.economist.com/news/business/21614153-sometimes-you-see-brands-balance-sheet-sometimes-you-dont-untouchable-intangibles

complaintsboard http://www.complaintsboard.com/

http://www.internetreputation.com/ - has a page on removing comments from complaints board

Event
- http://www.hkcd.com.hk/pdf/201510/1031/HZ16A31CSTA.pdf 中華(海外)企業信譽協會 organised a hk brand award ceremony, philip kung one of the officiating guests

cases
- wine

• The Bordeaux Wine Official Classification of 1855 resulted from the 1855 Exposition Universelle de Paris, when Emperor Napoleon III requested a classification system for France's best Bordeaux wines that were to be on display for visitors from around the world. Brokers from the wine industry ranked the wines according to a château's reputation and trading price, which at that time was directly related to quality. The wines were ranked in importance from first to fifth growths (crus). All of the red wines that made it on the list came from the Médoc region except for one: Château Haut-Brion from Graves. The white wines, then of much less importance than red wine, were limited to the sweet varieties of Sauternes and Barsac and were ranked only from superior first growth to second growth.

Online resources
- http://www.missionstatements.com/