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 ...

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 ...

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 ...

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

Access of our Brand Equity Marketing Resources here. Select any of the popular topics below to narrow your search. Get unlimited access to all of our exclusive marketing resources. Go PRO Today ...

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 ...

“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 ...