In our collective experience in marketing, no topic has seemed to cause as much confusion as branding. People routinely throw out terms like “brand,” “brand equity,” “branding” and “brand strength,” ...

Living the brand requires practice. Which brings me to a question I hear often: What does it take to build a strong brand ...

When people speak of “brand equity” they mean the public’s valuation of a brand. Brand equity is associated with wide recognition, customer loyalty, and the market share enjoyed by the branded product ...

In this article (our finale!), we complete our four-part series on brand equity, suggesting how a firm that has established equity in a brand can leverage that equity through branding strategies such ...

Brand Equity is the special or premium value attached to a brand and its products. It is based on the consumer’s perception and trust that they have in the brand. It is associated with a brand’s name ...

Opinions expressed by Entrepreneur contributors are their own. It’s not enough to have a competitive advantage in the Covid-19 era. Marketing must adapt to the new normal, and crafting a strong and ...

The advertising landscape has shifted from building beliefs over time to reinforcing existing beliefs quickly due to the fleeting nature of consumer attention. With the rise of artificial intelligence ...

Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of ...

Building brand equity is one of the most important ongoing challenges that both B2C and B2B businesses face. At its core, brand equity is about effective storytelling, and it gets to the heart of both ...

OH JANGLES, IT’S FAUX TIME. THERE HAVE BEEN SOME SIGNIFICANT CHANGES TO BRAND SYMBOLS IN THE WAKE OF THE PROTESTS THAT FOLLOWED THE DEATH OF GEORGE FLOYD THE COMPANIES THAT OWN AUNT JEMIMA PANCAKE MIX ...

One lesson I learned in writing Aaker on Branding 2nd Edition was that disruptive innovation, the only way to create growth, is more frequent, faster, and more impactful than ever. This has ...

Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...