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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In recent years, we’ve seen branding become more and more popular. In fact, all sectors and business organisations have embraced this strategy, and they’re trying to build their identity via both product-related and corporate brands. Thus, we can safely say that branding is a marketing strategy. Nevertheless, it goes even beyond regular marketing techniques. These […]
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Nowadays, brand management is a difficult process. It has proven to be quite a challenge for both companies and brand managers. After all, the competition is getting stronger by the minute. Furthermore, brands are working with a ticking clock that’s showing how much time they have left to conquer the market. Thus, companies most often […]
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Over the years, the business environment has changed quite a bit. Thus, we no longer conduct business as we used to, nor do we market our services and products in the same way. In fact, a lot of those changes have to do with the emergence of Internet marketing. It has drastically changed conventional marketing, […]
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Brand Equity vs Customer Equity? Brand equity is what decides the brand’s worth. We can define it as a bundle of value and strength. In contrast, customer equity relates to the lifetime values that are important to consumers. Nevertheless, these two terms have something in common: Both brand equity and customer equity place the […]
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Meaning and Measuring of Brand Equity When we want to see how valuable a brand is, we consider its brand equity. Brand equity is a concept that becomes apparent once a customer chooses a certain product or service. In essence, it shows how knowledge of a brand can make all the difference regarding brand marketing […]
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Organisations are often inspired to create services and products that could be of use to most people around the world. However, such endeavours require a brand or a good company name. Furthermore, the brands need to have a logo and lettering so that they can effectively promote the offering. Thus, before you start building a […]
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Your Brand Is a Promise of What We Deliver We are all aware of the fact that brands lead to responses. After all, there are many people out there who are obsessed with their brand new iPhone or car. That tells us that we connect certain feelings to a brand, and that we have expectations. […]
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Contrary to popular beliefs, brand associations are not benefits a customer may expect from a particular brand. These are actually symbols, sounds, and images one can link to a brand and instantly recall it. For example, the world-famous Nokia tune or the blue colour that’s always associated with Pepsi. Apart from images, sounds, and symbols, […]
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The importance of brand loyalty to your business We can define brand loyalty as the extent to which a consumer trusts a brand and relies upon it time after time. It is the slight fear a consumer feels when they have to choose a brand they don’t trust, rather than a brand that has never […]
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