Three laws of branding: Neuroscientific foundations of effective brand building

Walvis, Tjaco

doi:10.1057/palgrave.bm.2550139

Cited by 35 publications

(41 citation statements)

References 62 publications

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“…A lack of differentiation could decrease FFS's brand success because brands are more likely to be chosen if they are relevant and distinct from competing brands (Walvis, 2008). The lack of brand salience hurt brand differentiation (Carpenter, Glazer, & Nakamoto, 1994;Franzen & Moriarty, 2009).…”

Section: Rq 2: What Constitutes the Public's Perceptions Of Brand Difmentioning

confidence: 99%

“…The message must also encompass the scope of the organizations' activities (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010. Similar to the message, consistent use of the brand identifiers is more likely to be remembered (Walvis, 2008). The use of separate logos for individual campaigns and programs could dilute the brand because it distracts from main brand identifiers (Loken et al, 2010).…”

Section: Researchmentioning

confidence: 99%

“…Focusing on a specific, consistent message could improve success because it is more likely to be remembered by the public (Thorson & Moore, 1996;Walvis, 2008;Weiss & Tschirhart, 1994). The message must also encompass the scope of the organizations' activities (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010.…”

Section: Researchmentioning

confidence: 99%

“…This basic message encompasses the various duties of FFS, which is important for public organizations (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010. Focusing on a specific message will improve the likelihood of brand and marketing success (Thorson & Moore, 1996;Walvis, 2008;Weiss & Tschirhart, 1994).…”

Section: Conclusion Rq 1: What Constitutes the Public's Perceptions mentioning

confidence: 99%

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