How to Build Brand Equity
Brand equity is built through a combination of the marketing mix factors over time. The development of brand equity should NOT rely on promotional expenditure alone.
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Crafting a Distinctive Brand Personality
This article explores the key elements of brand personality, discusses the difference between brand personality and brand positioning, and highlights the significance of authenticity in brand personality.
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Using SWOT for Your Personal Brand
By conducting a personal SWOT analysis, you can gain valuable insights into your current position and develop a strategic plan for your personal and professional development.
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What is Paid, Owned, and Earned Media?
This article provides a great introduction and overview paid, owned and earned media and how they need to work together for successful marketing communications.
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The Role of Product Line Extensions
As we know, brands are continually exploring strategies to maintain and increase their market share. One powerful strategy is a product line extension, where a brand leverages its existing reputation and customer base to introduce new products under the same umbrella.
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What is the Halo Effect in Marketing?
The Halo Effect is a cognitive bias that influences our perception and judgment of a person, brand, or product based on a single positive trait or characteristic.
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How to Improve Brand Awareness
Are you looking to improve brand awareness? Find a list of over 40 tactical ideas to enhance the awareness of your brand.
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Difference Between Primary and Secondary Demand
Understanding what is the difference between primary and secondary demand is helpful for identifying growth opportunities in marketing.
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Top 100 Brands in the World
Brand equity is a financial valuation of the firm’s brand contribution to profit.Most brand equity valuation firms – such as Millward Brown (as discussed in the link below) – look at brand equity on economic use basis.So what is an economic use basis?Economic use in the brand equity valuation is the proportion of extra profitability
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Four brand strategies
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. This then determines one of the four boxes, namely:Product line extensionMulti-brandBrand extensionNew brandPlease note that the
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