Branding 101

ABSTRACT

In 2001, CHI featured an unusual panel session: Marketing people were actually invited to come to CHI to explain what they did and why it was important to the objectives of SIGCHI. Boyd de Groot, Peter Eikelboom, and Florian Egger organized the session in which I was privileged to participate. As they remarked about how extraordinary it was to have dedicated marketing professionals at CHI, especially in presenter roles, the comments being exchanged among CHI professionals gave me the feeling that I was in a "Dilbert" comic strip, listening to the amusing, outrageous jibes of those characters.

REFERENCES

• 1: Ball, J. (1999, May 3). But How Does It Make You Feel? Wall Street Journal, p. B1ff.
• 2: Beerman, A. J., & Harris, J. (1967). State of Nebraska Official Brand Book. Lincoln, Nebraska: Office of the Secretary of State Frank Marsh.
• 3: Belson, K., & Bremner, B. (2004). Hello Kitty: The remarkable story of sanrio and the billion dollar feline phenomenon. New York: John Wiley.
• 4: Buck, T. (2004, January 12). First one currency and now for one label as Europe seeks brand status. Financial Times, p. 1.
• 5: Burne, J. (2003, November 28). Neuromarketing: A probe inside the mind of the shopper. Financial Times, p. 13.
• 6: Cheng, I. (2004, May 8-9). It's all in a name and it's all in Asia. Financial Times, p. W3.
• 7: Dubberly, H. (2001). A model of brand. (Poster). San Francisco: Dubberly Design Office, www.dubberlydesign.com
• 8: Gobé, M. (2001). Emotional Branding. New York: Allworth Press.
• 9: Gregory, J. R. (1997). Corporate branding: Answers to the CEO's toughest questions. New York: Corporate Branding Partnership.
• 10: Khermouch, G., & Brady, D., et al. (2003, August 4). Brands in an age of anti-Americanism. Newsweek, pp. 69-71.
• 11: Khermouch, G., & Brady, D., et al. (2003, August 4). The 100 top brands: Here's how we calculate the power in a name. Newsweek, pp. 72ff.
• 12: Marcus, A., & Baumgartner, V. (2004). A practical set of culture dimension for evaluating user-interface designs. In Proceedings, Sixth Asia-Pacific Conference on Computer-Human Interaction (APCHI 2004), Royal Lakeside Novotel Hotel, Rotorua, New Zealand, 30 June-2 July 2004, in press.
• 13: Miller, K. L. (2003, July 21). Brands on the Run. Newsweek, pp. 43-44.
• 14: Murphy, J. M. (1987). Branding: A key marketing tool. New York: McGraw-Hill.
• 15: Nussbaum, B. (2004, May 17). The power of design. Business Week, pp. 86-92ff.
• 16: Perry, A., & Wisnom, D. (2003). Before the Brand. New York: McGraw-Hill.
• 17: Schmitt, B. (2003). Customer Experience Management. New York: Wiley.
• 18: Schmitt, B (1999). Experiential Marketing. New York: Free Press.
• 19: Schwartz, E. I. (1999). Digital Darwinism. New York: Random House.
• 20: American Institute of Graphic Arts: www.aiga.org. The URL is a portal to the USA's primary graphic design association, where links to branding-oriented subsites, competitions, and documents may be found.
• 21: American Marketing Association: www.marketingpower.com. The URL contains advertising articles and tips, lists thousands of companies and firms, and more from the official American Marketing Association Web site.
• 22: Association of National Advertisers: www.ana.net. The URL is a portal to "brand builders."
• 23: Corebrand: www.corebrand.com. One of many branding companies, this URL offers documents evaluating brand assets.
• 24: Corporate Design Foundation: www.cdf.org. The Foundation's URL contains branding-oriented resources as well as corporate design management.
• 25: Oracle browser branding guidelines: http://otn.oracle.com/tech/blaf/specs/branding_spec_v21.html. The URL contains detailed specifications. This is an example of corporate branding guidelines for software applications that are publicly available on the Internet.
• 26: Schmitt, Bernd: http://meetschmitt.com. Bernd Schmitt, a self-proclaimed leader of branding has branded himself and his publications at this URL.
• 27: Young and Rubicam: www.valuebasedmanagement.net/methods_brand_asset_valuator.html. The URL explains their definitions and means of measuring brands.

INDEX TERMS

Primary Classification:
  K. Computing Milieux
  K.6 MANAGEMENT OF COMPUTING AND INFORMATION SYSTEMS
      K.6.1 Project and People Management