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#Branding

ESCP’s professors of marketing take a closer look at the best branding cases and tips for your business.

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Choose to Lead

Sweet success: How Häagen-Dazs franchises while protecting brand identity

#Leadership #Strategy

The decadent ice cream maker’s success hinges on fostering collaborative partnerships with entrepreneurs who share its vision and values. We sat down with Aurélie Lory, an ESCP alumna who is the Global Managing Director of Häagen-Dazs Shops, for insights on ensuring consistency and authenticity with a franchise model.

14 May 2024 4 min read
Photo of a rugby team huddled up in a stadium
Choose to Lead

Aligning brand values: How to navigate brand-event partnerships in the era of sustainability

#Branding #ResponsibleBusiness

In a world where ethics and sustainability are paramount, the road to successful brand-event partnerships requires careful navigation, but the rewards for those who get it right can be significant.

05 Oct 2023 4 min read
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Tomorrow's Choices, Today

How brands can stand out when everyone is a content creator

#Branding #Strategy

Marie Taillard, L’Oréal Professor of Creativity Marketing at ESCP Business School, explains why brands need to engage with content creators more than ever.

10 May 2023 5 min read
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4 strategies for brands to deal with geopolitical crises

#Branding #Strategy

Laetitia Mimoun offers four possible ways of responding to situations like the war between Russia and Ukraine depending on brands’ positioning.

27 Feb 2023 4 min read
Individuality concept, birds on a wire
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“Be yourself – everyone else is already taken”: Finding your personal brand online (and offline)

#Branding #ProfessionalDevelopment

What’s the secret to leveraging your image online & offline in a way that remains authentic? ESCP’s The Choice spoke with personal branding experts Géraldine Galindo and Thibault Louis to find out more.

25 Aug 2022 5 min read
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The why & how behind personal branding for entrepreneurs

#Branding #Entrepreneurship

Calling all entrepreneurs, is your personal brand a priority? If not, it should be according to ESCP professors of entrepreneurship Marc Sasserath and Benjamin Voyer.

22 Nov 2021 7 min read
Picture of Tony the Tiger, advertising cartoon mascot for Kellogg's Frosted Flakes (​also known as Frosties) breakfast cereal.
TL;DR

Boring brands are better at creating buzz!

#Branding #Marketing

Prof. Benoît Heilbrunn reviews a study to explain why products and brands that are considered to be boring spark as much buzz as those that are not.

29 Jul 2021 2 min read
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Fostering strong brand communities and values through the example of sports

#Branding #Sports

Chief Brand Officer EGG Group & Head of EGG Sports Olivier Peulvast discusses what makes sports brands unique and what we can all learn from them, whether we are talking eSports, influencers or just good old sports values.

22 Jul 2021 5 min read
Feature photo by Jannis Lucas/Unsplash. Photo of Louis Vuitton logo outside a store.
Tomorrow's Choices, Today

Is the family name really a heritage?

#Branding #FamilyBusiness

“The first major brands dating from the 19th century are practically all family names.” ESCP Professor Benoît Heilbrunn takes us on a journey into the world of patronymic brands.

05 May 2021 6 min read
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The place to be: lessons in branding from the tourism & travel industry

#Branding #Tourism

Marketing expert Shirley Liu explores some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.

26 Feb 2021 6 min read

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