International competition and new venues for marketing are challenging managers to rethink their approaches to branding. Contributors to this volume offer principles and research techniques for evaluating and designing brands. They present strategies for refining a brand in response to cultural differences, for translating a brand into a subculture, for branding in digital environments, for using sound and place as brand messages, and for developing private brands. Authors also share case studies, including a discussion of the Nickelodeon TV network, Burton Snowboards, the U.S. Postal Service, and a cellular phone provider called “Orange.”

Articles

Principles and Strategies for Designing Brands in the Global Marketplace
Thomas Walton

The Next Wave: Soul Branding 
Elsie Maio

Going Direct: Design and Digital Commerce
Nicholas Rudd

Creating an Industry and Culture Through Branding: The Story of Burton Snowboard
David Schriber and Michael Jager

Communicating a User-Centered, Global Brand Voice: The Impact of Information Architecture Research
David W. Norton

The Power of Retailer Brands
Ira Teich

A new Brand for a New Category: Paint it Orange
Doug Hamilton and Keith Kirby

Act Strategic; Be Cool
Jeff Smith

The Power of the Eagle: Image Brand Imprinting and the U.S. Postal Service
Augustine Ruiz Jr. and Thad Dilley

Innocents Abroad: Taking Nickelodeon to the World
Michael McPherson and Linda Schupack

The Geostrategy of Place Branding
Stephen E. Roulac

 

Sound Marketing in the Age of Experience
Scott Elias

Brand Research and the Global Conundrum
David Redhill