Baines, Fill, & Rosengren: Marketing 4e
Chapter 13: Web links
Mind Tools is an online resource designed to help its users develop career skills. This article gives a detailed overview of Keller’s Brand Equity Model, highlighting four steps of building and managing a strong brand that customers will support: brand identity, brand meaning, brand responses, and brand relationships.
IBM is a globally integrated technology and consulting company headquartered in Armonk, New York. The company develops and sells software and systems hardware and a broad range of infrastructure, cloud and consulting services. Today, IBM is focused on four growth initiatives - business analytics, cloud computing, growth markets, and Smarter Planet.
Brand Semiotics Limited is a specialist research consultancy that uses cultural insight to strengthen marketing, branding and innovation. Since its inception in 2000, the organization has worked on brands including DirectGov, Coca Cola, Sainsbury’s, Niquitin, and many more.
Practical Semiotics is an agency seeking to allow clients to ‘master the hidden depths of your brand’, based on semiotic research. Previous clients include Unilever, Kellogg’s, World Vision, and Transport for London. The website includes brief case studies of previous projects and testimonials.
Semiotics: An introduction to the study of signs and symbols
This web page provides an alternative introduction to semiotics. It includes definitions of terminology, in addition to illustrative examples.
How to use semiotics in branding
This article provides a brief introduction to semiotics, and details how brands can benefit from it, in that new products, brands or communications will ‘make sense’ to consumers when innovations are rooted in lived experiences. The article includes various examples of brands using semiotic research, including Nintendo Wii, Twitter, and 1HQ.
Academic introduction to semiotics
This article gives an academic introduction to semiotics, providing alternative definitions, and approaches, and overviewing its philosophical foundations.
Millward Brown is one of the world’s leading research agencies, specialising in effective advertising, marketing communications and brand equity research. This link shows their ranking of the world’s top 100 most valuable global brands in 2013.
Interbrand is the world’s largest brand consultancy firm, seeking to create and manage brand value. This link shows their ranking of the world’s top 100 brands in 2012, detailing both their growth and brand value.
The Sintex group is one of the leading providers of plastics and niche textile-related
products in India. With global footprints spanning 9 countries, Sintex has a strong presence in the European, American, African, and Asian markets including countries like France, Germany and USA.
American Marketing Association (AMA)
The AMA leads an unparalleled discussion on marketing excellence. The AMA offers differentiated content that focuses on the tension between Best Versus Next Practices™. With content coming from unrivalled scholarly journals, like the Journal of Marketing, and award-winning publications, like Marketing News, the AMA offers a robust perspective that understands that marketers are expected to provide both solutions for today and solutions for tomorrow. The AMA strives to be the most relevant force and voice shaping marketing around the world; an essential community for marketers.