If you want to become the next Sharpie or Kleenex, you need to build your brand equity early. Before telling you "why," let's ...

Brand equity expresses the value of a brand to consumers beyond strictly physical assets, and as a commercial property. Defining strong brands; how brand images drive brand equity. Ever since David ...

One of the issues that was raised in one of the panels yesterday 1 was the question of Behavioral and Attitudinal measurement of Brand Equity. I reacted very strongly to the idea of Behavioral versus ...

Kevin Harrington, Brandon T. Adams, and Brian Harrington joined forces to launch Big Brand Ventures, a firm dedicated to ...

Paul Marchant, CEO of Primark, resigned immediately after an investigation into his inappropriate behavior towards a woman in ...

Instinctively, every small business owner understands the importance of brand equity, even if they may not be able to define the idea. Marketing-speak aside, brand equity is how your customer ...

Some call this value "brand equity," which measures the value of a brand relative to a generic or store-brand version of a product. For example, many soft-drink lovers will reach for a Coke before ...

EXCLUSIVE Industry experts have weighed in on the rebrand of Boohoo to Debenhams, with most of them agreeing that you can change the name but the reputation remains ...

Brand managers need 'Situational Awareness' similar to pilots. They should constantly scan market conditions, track internal ...

“Pfizer has shown remarkable emotional intelligence at a corporate brand level” Brands are contributing in myriad different, relevant and engaging ways. T-Mobile went into partnership with ...

Discount retailer Dollar Tree said Wednesday it will sell Family Dollar to private equity. The company closed about 700 FD ...