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2. Branding - American Marketing Association

   www.ama.org/topics/branding

   Learn about branding concepts, types, and strategies from AMA's comprehensive collection of marketing news, articles, and research insights. Find out what is a brand, brand marketing, personal branding, corporate branding, brand equity, brand identity, and brand positioning.

3. The Power of a Brand Name: Why It Matters - American Marketing...

   www.ama.org/marketing-news/whats-in-a-brand-name

   The Name Outlasts Other Brand Assets Ad campaigns, websites and even logos change over time. But barring a major problem—legal trouble, for example—a brand name typically stays the same for the life of a company or product. Getting the right name can be time-consuming and expensive, but think of it as an investment that will gain value over ...

4. What is a Trademark? | The AMA Guide for Marketers

   www.ama.org/pages/wha

   A trademark is any word, name, symbol or device that identifies and distinguishes the source of a product or service. Learn how to register a trademark, use the ™ or ® symbols, and avoid conflicts with other marks.

5. The Market Advantage of a Feminine Brand Name

   www.ama.org/2021/02/16/the-market-advantage-of-a-feminine-brand-name

   A brand’s name is incredibly important. In most cases, the name is the first thing consumers learn about a brand. And a brand’s name does the work of communicating what the product represents. For instance, Lean Cuisine conveys the product’s purpose. Others, like Reese’s’ Pieces, have rhyming names that promise whimsy and fun.

6. What is Marketing? — The Definition of Marketing — AMA

   www.ama.org/the-definition-

   Learn the meaning of marketing, marketing research, brand, and other key concepts from the American Marketing Association (AMA). Explore the 4 Ps of marketing, inbound and outbound marketing, SEO, content marketing, and more.

7. Unifying Private Labels for Greater Impact [Brand Strategy]

   www.ama.org/2020/09/10/the-power-of-unifying-private-label-brands-under-one-

   Some product examples of SPAR unifying different PL brands under the umbrella brand name “OK€” are presented below. As the three selected retailers SPAR, Attent, and Colruyt differ in terms of store format, service type, size, value sales, selling space, the rebranded PL tier, and its prior market share, the authors were able to general ...

8. Brand Strategy 101 - American Marketing Association

   www.ama.org/on-demand/brand-strategy-101

   Skills You’ll Gain Brand Guidelines Brand Management Storytelling Brand Design What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM®️ certification. Course Overview Discover the ingredients of an impactful brand strategy! You will learn how to craft a brand strategy and commitment, […]

9. Is Nestlé a Lady? The Feminine Brand Name Advantage

   www.ama.org/2021/04/15/is-nestle-a-lady-the-feminine-brand-name-advantage

   A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance.

10. Successfully Branding Cultural Goods Overseas [Global Marketing]

    www.ama.org/2020/04/14/how-to-brand-cultural-products-in-overseas-markets

    First, the results point out that brand name translation is not a trivial task. How the brand name is translated can have important consequences on product sales. Our study sheds light on two different strategies: Make translated brand names resemble the original brand names; or ; Make translated brand names informative of product content.

11. The Marketer's Guide to Modernizing a Legacy Brand

    www.ama.org/marketing-news/the-marketers-guide-to-modernizing-a-legacy-brand

    Learn how to balance legacy and relevance for heritage brands in today's fast-changing market. See examples of brands that updated their visual identity, logo and packaging to connect with consumers.