The Internet has given us many benefits, but it has also made it impossible for companies to conceal their misdoings. In fact, if a company makes a mistake, the online world will promptly find out. Furthermore, since everyone is online most of the time, the news about the mistakes spread fast. Because of all these […]
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Reaching the millennials The Internet has given us many benefits, but one of the most important ones is certainly the ability to market our products and services online. In fact, today, online marketing and branding in the digital age is of the utmost importance for businesses, especially since millennials are usually the target audience. […]
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New brands and products are emerging every day, which is the main reason why consumers are having a hard time reaching a buying decision. In fact, supermarkets are filled with food and groceries from all sorts of brands, and the variety is just incredible. Thus, most consumers generally opt for the cheapest product or a […]
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Nowadays, branding is all around us. We can see it in every part of our society. In fact, even though we mostly associate it with products and services, there’s also corporate branding, as well as sports, NGO, cultural, and religious branding. Countries and regions delve into it as well, so it’s safe to say that […]
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Brand Management Challenges in Changing Times Since the last few decades have given us plenty of changes in terms of science and technology, we can safely say that globalisation has taken over. Thus, businesses have changed as well, and organisations have acquired a new structure. In fact, the consumer economy has changed too with the […]
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Even though some might think that brand building is just advertising or that a brand is built via ads alone, the truth is a bit different. In fact, brands are not just what they offer or the functional value they are providing their customers with. Nowadays, many communities choose to celebrate brands that have achieved […]
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In the world of branding and marketing, one question has been left unanswered: Why certain brands stand out? Well, we cannot give you a conclusive answer to this, as both statements can be true. In fact, successful brands are famous for their ability to withstand challenges and remain relevant for years and years. However, most […]
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If you are thinking of pursuing a career in sales and marketing, you can expect many rewards. First of all, the knowledge and the experience you’ll get will open up a world of opportunities to you. Moreover, just because you’re in sales and marketing, it doesn’t mean that you only have to think about selling […]
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The history of branding is an interesting one, especially if we take into account how it started. Back in the day, branding was used to identify cattle and isolate it from the rest. However, it’s safe to say that brands have changed quite a bit since then. Nowadays, they are useful tools that help us […]
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Various models for accounting brand value Every brand has a certain value that we can see in the company’s balance sheets, as well as on the market. Thus, every time an organisation decides to acquire a brand, they pay huge goodwill or premium for it. However, how to account for that brand and calculate its […]
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