Does brand name imprinting in memory increase brand information retention?

This article introduces and explores the concept of brand name imprinting. Brand name imprinting is the process of creating and strengthening the brand name node in the brand memory network through brand name exposure. Brand name imprinting at a time prior to the presentation of specific brand information is posited to improve the retention of that information by strengthening the association between the brand name and brand information. The effect is proposed to be automatic and independent of other known means to strengthen memory associations (e.g., level of attention, cognitive elaboration, stimuli vividness, and stimuli distinctiveness). This research also proposes that brand names with neutral meaning better facilitate the imprinting effect, because they do not carry perceptual baggage that can interfere with the creation of new brand name–information associations. An experiment involving brand name imprinting and the learning of brand information supports these assertions. Implications for communication strategy and brand name selection are discussed. © 2003 Wiley Periodicals, Inc.     

Speculative attack against the Hungarian forint

In mid-January 2003 a severe speculative attack was launched against the exchange rate of the Hungarian forint. The attack was very unusual in the history of foreign exchange speculations, since it was aimed at enforcing the appreciation — and not the depreciation — of the currency targeted. The specific nature of this kind of speculation is closely related to Hungary’s accession to the European Union in general and to EMU in particular. Since the other Central and Eastern European acceding countries face similar problems and challenges, the Hungarian experience may involve some instructive lessons on monetary and economic policy for them too.     

Costs and benefits of EU enlargement

While the political benefits of the coming EU enlargement are relatively easy to identify, its economic and financial consequences are less unequivocal. The following article examines the likely costs and benefits of enlargement to both existing and future Members, and in particular how it will affect Germany, one of the few present EU Member States which has direct borders with acceding states. The article expresses the personal opinions of the author.     

The New Economy is dead,long live the information economy

The arrival of the 2001–2003 recession caused many to suppose that the so-called “New Economy” was now defunct. This article addresses a number of related issues, including the question of the durability and viability of business cycles in the face of the technological developments of the information age. It asks what went wrong with the New Economy and examines its characteristics as well as its remaining possibilities and prospects for the future. Finally, it considers the spread of the Information Economy to Europe, especially to Germany, the country that one might expect to be the leading European player, but which is not at present actually a strong competitor for that role.