Related Links: Global Reputation and Branding
By Raha Naddaf, Staff Writer
This month’s CW Bulletin focuses on the ins and outs
of branding and the effect that a corporation’s reputation
has on the process. These links provide you with more information
on how to build consumer loyalty and examples of companies that
are paving the way through their branding efforts.
Demystifying Ways Employees Deliver
on Brand Promises
SD
Networks
SD Networks, an online community sharing knowledge about using the
Internet more effectively toward the achievement of sustainable
development, provides brief tips on how to gain and maintain brand
loyalty on the web.
Developing
Effective Multi-Channel Marketing Strategies
This white paper discusses methods for effective multi-channel marketing
strategies to enhance customer loyalty and retention efforts, with
an emphasis on incorporating customization and personalization for
print and electronic channels.
Relationship
Businesses: Building Brand Loyalty
Gary Stein’s article investigates how to build relationships
with customers through branding, the old and new ways. The consumer
packaged goods (CPG) industry provides the ideal case study to learn
effective branding methods. Stein purports that CPG companies that
understand the importance of building consumer relationships have
used the Internet to work towards one underlying goal: stringing
together isolated purchases.
A Paradox
in Shaping Corporate Reputation
How
to Manage Your Corporate Reputation Online
Online discussion forums are increasingly being used by consumers
to ratify or criticize products and brands. Because consumers use
these online discussion forums to check out other consumers’
opinions and experiences, they are shaping the perspectives of millions
of consumers globally. These forums constitute a powerful viral
medium that can be brought into the marketing fold.
Fame
and Fortune
Provides more information on Charles Fombrun and Cees B.N. Van Riel’s
book. They state that reputation is driven by five characteristics:
visibility, authenticity, consistency, distinctiveness and transparency.
The best companies exhibit these characteristics in everything they
do.
America’s
Most Admired Companies 2004
Fortune ranks America’s companies. See which companies
are the top 10 most admired this year, and how they've performed
over the past five years in eight key areas of reputation.
(subscribers only)
Branding and the Role of
Public Relations: A Bottom Dollar Proposition
Global
PR Blog
An entry of this popular PR blog contains an interview between PR
Machine's producer, Robb Hecht, and Seth Godin, former Yahoo! VP
of Marketing, named "the Ultimate Entrepreneur for the Information
Age" by Business Week. In the interview, they discuss
the integration of blogging, branding and PR.
PR
Stirs It Up
John Karolefski writes of how marketers are turning to grassroots,
word-of-mouth programs to create that elusive and sought-after buzz
for a brand.
PR
Communications: The Interview with Ian Lurie
An interview with Ian Lurie, founder and President of Portent Interactive,
on PR, marketing and the Internet
Is Your Design Really Working?:
How To Make Sure Your Branding Efforts Are Paying Off
Eight
Critical Elements of an Effective Logo Design
This article provides a list of qualities and short descriptions
about how certain elements work together to create a logo design
that’s both original and unforgettable. Contains examples
of logo histories and case studies.
The
Best Brands of the World
A catalogue of innovative branding and design efforts.
Successful
Logos Explained
William Haig explores successful branding techniques and how to
design a credibility-based logo.
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