There are two main branding strategies adopted by organisations in the Financial Services sector in South Africa, monolithic and multi-brand strategies. Both strategies have proven to be effective in this sector. The two most successful organisations following the respective strategies are ABSA...

The non-profit sector faces a myriad of challenges. Non Profit Organisations(NPOs) operate in a highly competitive market for financial support, skilledemployees and volunteers. They are thus often driven to adopt commercialpractices to improve their strategic performance and differentiate...

Brand extensions are a popular method adopted by marketers and brand custodians toenhance and augment brand equity and there have been numerous studies undertakento determine the factors that play a role during this brand-building process. Most ofthese have highlighted the importance of category...

Many prominent brands wane at the end of their brand life cycle. This research report analysed this phenomenon and whether an upscale line extension could assist to revitalise a stale brand. Research in beverages found that a line extension allows an established brand to venture into new...

The recent rise in the numbers of high net worth and high net income individuals andderegulation, globalisation and information access has driven the rapid growth in privatebanking in South Africa. Competition is fierce and differentiation on the basis ofinnovation and price only deliver short...

The purpose of the present research was to discover the archetypes that could be inferred from the discourseof consumers about a cosmetic brand in South Africa.Five interviews were conducted among the French community in South Africa. The interviews wereconducted using the Zaltman Metaphor...

Global trends have shown a shift in marketing emphasis from productbranding to corporate branding. Some of the reasons cited by prior researchfor this shift were: high consumer expectations; anti-branding movementsthat demand a visible link between product brands with companies thatproduce them;...