JY&A Consulting has
studied, in depth, many of the best known research articles in the branding
literature published since the mid-twentieth century. We’ve always
balanced this with real-world work in many sectors. We’ve also constantly
watched for developments to keep a step ahead.
Sectors in which we have worked are detailed at the right. |
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Aerospace and defence
Defence technology and cybersecurity
Automotive
Marketing and branding strategy for automotive retail and NPD, including
tying branding to automotive design; projecting consumer behaviour; public
relations
Banking and finance
Branding and rebranding for commercial banking, insurance, diversified
financial institutions
Business development and organizational change
Organizational behaviour issues, integration and development of new
corporate culture, mergers and acquisitions
Consumer behaviour
Image effects on consumers, tracking studies, formal academic research
Destination branding
Country-of-origin effects, how image impacts on product perception and
brand; national branding programme issues; city branding programmes
Entertainment
All sectors including film, television, video, CD-ROM, new media and new
technological impact, including WAP, cellular technologies
Fashion, beauty and lifestyle
Fashion labels and brand extensions; brand creation; promotion and advertising;
full-service marketing communications including events and environmental
design
Globalization including its effects on domestic markets
Adapting global strategies; how host countries will receive global marketing
and branding efforts; consumer perceptions of marketing and branding
Global strategy
Globalization; keeping global strategies on track without developing resentment
from local markets; promoting an entrepreneurial spirit and corporate
citizenship in global organizations; marketing analyses to ensure global
decision-making in different markets; game theory
Law
Intellectual property and legal services; expert witness work on branding,
trade marks and copyright
Luxury
The luxury sector; preserving brand values; diversifications; licensing;
social media
Marketing research and statistical analyses
Academically rigorous MR, statistics and modelling; projections, backing
up marketing theory with hard data and analyses
Marketing strategy
Development of vision programmes, competitive research, formulation of
strategy, milestone development, implementation with market orientation
and branding emphasis; programme release, tracking studies; electronic
marketing issues
Media and publishing
Serving online and offline media, including television, print, web publishing,
leveraging brands across media, diversification, cross-media strategies,
best practice for online ventures and how to create cross-media models
Non-governmental and non-profit
Includes organizations that have unconventional commercial structures,
how to overcome credibility gap, increasing awareness of brands, application
of commercial theories without losing the organization’s true aims
Organizational leadership
Incorporating branding into vision setting and vision programmes, dealing
with future customers, handling internal issues with branding, leadership
in a varied and rapidly changing world
Personal branding
Adapting established theories in organizational branding and applying
them to personal reputation
Political branding
Using social media to engage citizens and to conduct research, leveraging
media to reduce cost in campaigns, rebranding
Product design, innovation and NPD
The development of products that are consistent with the branding philosophy,
vision and image, looking at NPD holistically
Social media
Using social media tools to build brands and operationalizing them in
real-world business settings
Technology
Future technologies, impact of new entrants, new ventures. Deep research
into online branding since 2000 and how organizational structures can
best take advantage of the internet
Utilities
Issues of state management, privatization, marketing to new consumers,
M&A, rebranding, culture change to face new realities, with emphasis
on branding and new media
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Organizations served by our team members include Accenture, Adrienne
Whitewood, Akamai, the Alliance Party of New Zealand, AMX Communications,
Atair, Atlet, BAe, Basten Greenhill Andrews, BMW, BrightIdea.com, the
British Standards Institute, BT, Budweiser, Citibank, Colgate–Palmolive,
Converse, Deutsche Bank, Diesel Jeans, Dunlop, Electricity Corp. of New
Zealand, Ford Motor Company, the Hillary Commission, Institute for International
Research, Knight Ridder, Levi’s, Manchester United, Merrill Lynch,
Munro Shoes, Natcoll, NZCS, Osram, Panos Emporio, Pierre Cardin, Proxicom,
Raytheon, Reebok, Renault, Reuters, Santa Barbara Bank & Trust, Scorett,
Shimano, Simply Postage, the Swedish Post, Tamsin Cooper, Time Warner,
Twentieth Century–Fox, Unilever, UNICEF, USA Today, Victoria University
of Wellington, Willis Corroon and the Woolwich.
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