And it's just good brand management: Customers are increasingly aware of organizations' social ethics.
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Foreign fund managers with good brand names, such as Fidelity and Mercury, are even trying direct marketing.
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All, for example, can hire bright people (though a good brand helps attract better people for less money).
ECONOMIST: Banks are trying to develop better brands. About time too
In the short term, it'll be brand appeal -- we're launching in areas where Firefox has good brand recognition.
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"What they needed was a company with a good brand that works downtown to step up first, " she says.
"We've got some pretty good guys who play a pretty good brand of basketball, " Cowboys coach Larry Shyatt said.
Limited Brands reported steady Q4 fiscal 2012 results driven by good brand performance, partially offset by a weak holiday season.
"We were under pressure because we didn't play a very good brand of football last week, " said Dublin native Stynes.
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If the value of a good brand is so obvious, it is surprising that banks have been so bad at developing them.
ECONOMIST: Banks are trying to develop better brands. About time too
It has spent much less than competitors, and maintained good brand position.
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They led a good brand to greatness, adding the Lexus luxury line.
To engage a good brand in a deep relationship is synonymous with my becoming my uncreated self, and this is the most profound of choices.
Like any good brand manager, Russell Griggs, executive director of Scotland the Brand, is hoping to get consumers to associate certain desirable qualities with Scottish produce.
But a good brand is a deeply held feeling about the way things ought to be, and its chief cornerstone is the person I ought to become.
Good brand building has always involved initiatives that help consumers understand why one product is meaningfully different from another and how it can fit into their lives.
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"It's a great company and a good brand, but we've never been the type to want to talk about it, " says Richard, 53, in a rare face-to-face interview.
"Ideally, we like to find a company with a strong core business, a good brand name, a new or at least revitalized management team and a solid balance sheet, " writes Putnam.
Given the good brand it is, Netflix has its eye on the horizon and wants to be among the first to get there and to bring its users along for the ride.
Think, for example, of the success that the likes of Merrill Lynch have had of late in mergers and acquisitions in Europe or Asia, and the value of good brand-awareness becomes apparent.
ECONOMIST: Banks are trying to develop better brands. About time too
For retail banks, which rely heavily on customers' inertia, branding is usually of a more defensive nature: a good brand keeps customers and might help banks to flog more products to them.
ECONOMIST: Banks are trying to develop better brands. About time too
Market the product, create a good reliable brand of product, and sell sell sell.
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But not everyone uses the internet, and nor is it seen as particularly good at brand building.
"'FDA-approved' is just about as good a brand as we have, " said Dodd.
He says Yahoo still has a good online brand, but that now much of its fate rests on whether the Justice Department approves an ad partnership deal with Google.
Moving Carmelo Anthony, another Jordan Brand rep, from Denver into a larger sports market in New York, was good for the brand.
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Humor helps people feel good about the brand that is making the attacks.
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What the company produces is a virtual good, the brand and the idea behind why you should buy that toy.
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