Brand Forces of Change tend to be internal to a company or brand and therefore a company is able to exert a greater degree of control over them. These Forces of Change may include the following:

• Value chain dynamics.

• Price / value equation.

• Heritage and nationality.

• Internal culture and internal communications.

• Corporate and brand integrity.

• Development of brand value.

Brand Experience Research

BrandLoop Newsletters

BrandLoop newsletters are a regular Through the Loop publication designed as part of the Knowledge Development Programme. These analyse some of the key Brand Forces of Change.

• Consistency from the Inside, September 2005

• A Passion for Brands, April 2004

• The Paradox of Loyalty, March 2002

• Maintaining Brand Health, July 2001

• Internet Branding, January 2001

• Brands? Many Lives? August 2000

• Are You Experienced? August 1999

• The Emperor's New Clothes, January 1999

• The Need for Internal Marketing, August 1998

• Pricing, a New Value Equation, May 1998

• Best Practices for International Brands, November 1997

• Branding in the Next Millennium, August 1997

• Strategic Innovation, May 1997

• Corporate Responsibility, March 1997

• Food Wars: the Sainsbury's/Tesco Battle, October 1996

Subscribing to BrandLoop

To receive BrandLoop newsletters electronically as they are published in Adobe Acrobat format, state your preferences on our feedback form or e-mail Through the Loop. Electronic newsletters are sent in Adobe Acrobat 4 format and require Adobe Acrobat Reader which is free of charge from http://www.adobe.com.