Marketing Resources: Brand Equity

Access thousands of our Marketing Resources here. Select any of the popular topics below to narrow your search.

Results for Brand Equity

How to Streamline Site Navigation to Attract and Retain Customersby Shaun Ryan
A website with poorly designed navigation can frustrate your visitors, cost you sales, and hurt your reputation. Learn how to enhance your site's navigation to showcase your content—and keep your customers coming back.
More articles on Brand Equity, Customer Behavior, Customer Engagement, E-Commerce, Web Content, Website Design
Six Steps for Rebuilding Your Brand After a Crisisby Larry Berg
It's amazing how quickly a brand can find itself in a crisis, struggling to salvage its reputation. But your brand doesn't have to suffer. Learn six steps to take—before and after a crisis—that'll help rebuild customer confidence.
More articles on Brand Equity, Customer Relationships, Digital Marketing, Marketing Strategy, Personalization
Social Media Is Only Part of the Answerby Donna Bletzinger
The best way to embark on a social media marketing strategy is to prepare in advance. To ensure success and maximize results, learn six questions you'll need to tackle before delving into your next social strategy.
More articles on Brand Equity, E-Commerce, Marketing Smarter, Marketing Strategy, Social Media, Websites
How to Evolve Your B2B Customer Experience Using Imagesby Chad McCloud
Do you know why your customers behave as they do? People tend to have difficulty explaining exactly why they like a product, but using images can help you get to the root of the real drivers of customer behavior.
More articles on B2B Marketing, Brand Equity, Customer Experience, Customer Relationships, Voice of the Customer
How to Avoid Social Media Nightmares: A Cross-Channel Approachby Daniel Ziv
In today's market, your brand and reputation aren't always safe from the scorn of disgruntled and social-media-savvy customers. Looking ahead is critical to anticipating when something may go awry and taking meaningful action.
More articles on Brand Equity, Channel Marketing, Customer Service, Social Media
Why You Should Match a Brand's Marketing to Its Stage of Lifeby Dave Matli
Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing ...
More articles on Brand Awareness, Brand Equity, Brand Positioning, Branding
Despicable Them: Rising Above a Rotten Reputationby Kimberly Smith
Guilty by association. That's a tough place to start when trying to launch a new brand. Learn how AIA, the nation's largest and oldest network of bail bond agents, rose above an undeserved reputation in no time.
More articles on Brand Equity, Case Studies, Content, Creativity, Keywords, SEO, Social Media
Humanize Your Email Marketing With a Well-Timed Thank Youby Karen Talavera
If you're in the business of building lasting customer relationships, saying "thank you" is essential. Without it, you're at greater risk of customer flight—and you're a sitting duck for the competition. Here's how to thank your customers via email—the right ...
More articles on Brand Equity, Customer Loyalty, Customer Relationships, Email Marketing, Marketing Tips
Six Ways to Maintain Your Brand's Voice While Using Freelancersby Amanda Maksymiw
Do you use freelancers to keep up with the online content boom, despite your fear of compromising your brand? Here are six simple steps to keeping freelancers in line with your brand identity.
More articles on Brand Equity, Collaboration, Creativity, Hiring Outside Resources, Marketing Tips, Writing
Six Ways Organic Search Can Make You Smarter About Your Businessby Jim Yu
In an Internet business environment that expects immediate results, online marketers have overlooked the power of SEO, or organic search, as a top revenue-generating channel. It can also teach you how to run your business in a smarter way.
More articles on Brand Equity, Lead Generation, Marketing Smarter, Marketing Tips, Online Marketing, Search Engine Marketing, SEO
Three Reasons Long-Term Domain Registrations Make Senseby Brant Kelsey
If you market your business online, chances are you've bought more than one domain name over the years. It's important to periodically review all your domains, even the old ones pointing to an old microsite promotion. If you don't, you ...
More articles on Brand Equity, Marketing Smarter, Marketing Tips, Naming, Search Engines, Websites
Seven Reasons Why Leading With Price Will Kill Your Advertising, Your Branded Offers—and Your Companyby Dan Hill
Leading with price in your messaging suggests your brand has nothing else to say or show for itself. And that's not good for a host of reasons.
More articles on Ad Copy, Advertising, Brand Equity, Brand Loyalty, Customer Behavior, Pricing
Shattering Five Branding Mythsby Maria Ross
When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will never have the resources to "brand effectively." But branding on ...
More articles on Brand Equity, Brand Positioning, Branding, Logos, Marketing Tips, Value Propositions, Website Design
How to Get Your Message Heard in a Crowded Marketby Kathryn Roy
Many companies in crowded markets continue to go head to head against vendors with similar (or better) products. It's scary to narrow your focus to a smaller set of prospects, but if you address their needs—the "jobs" they want done—before ...
More articles on Brand Equity, Customer Behavior, Product Management, Product Marketing, Segmentation
Brand and Marketing Audits—The Forgotten Necessityby Brett Milne
A brand audit enables a firm to lay a solid foundation for management and oversight. The following approach to brand auditing is based on a robust audit methodology that focuses on seven key areas of marketing capability and can be ...
More articles on Brand Equity, Branding, Customer Engagement, Marketing Smarter
Four Critical Steps to Finding and Fixing Negative Opinionby Michael F. Kelly
Unhappy customers are typically more vocal than satisfied customers, which means that new prospects coming to the market will more likely hear negative things about your brand. Here's what you can do.
More articles on Brand Equity, Market Research, Marketing Tips, Net Promoter
The Two Laws of Branding From the Inside Outby Arie Opps
If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. In other words, it's your business—not the brand—that isn't offering ...
More articles on Brand Equity, Brand Positioning, Branding, Marketing Smarter
Of Brand Hijacks and PR Nightmares: A Tale of Two Brands and One Flubby Angela Natividad
You've heard about recent well-publicized PR nightmares for two major brands (Heinz and Southwest). How could those situations have been handled differently? Here are some ways.
More articles on Blogging, Brand Equity, Customer Relationships, Twitter
Branding in the Age of Social: Gaining Insight Through Research by Eric Norman
Do you have a clear picture of your organization's strengths and weaknesses, and of the opportunities and threats in the marketplace? Is your position vis-à-vis your competitors clear and compelling? Does anyone else in this vast universe know or care? ...
More articles on Brand Equity, Branding, Market Research, Social Media
What Every CMO Should Know About Musicby Ruth Simmons
Sir John Hegarty, the man behind the Levi's jeans and Lynx deodorant ads, once claimed, "Music is 50% of an ad's success." Yet even today very few metrics are regularly applied within the planning and creative processes to measure the ...
More articles on Advertising, Brand Equity, Brand Loyalty, Chief Marketing Officer, Customer Engagement, Marketing Tips

See all 67 marketing articles related to Brand Equity

Some Do's and Don'ts of Social Updating
It's hard to decide what's appropriate for posting on social networks without an etiquette road map—and harder still when you're doing it as a company, not just as yourself. Amalia Agathou of ...
More articles on Brand Equity, Collaboration, Community, Social Media
Four Ways to Monetize Your Brand Without Charging Your Direct Customers [Slide Show]by David Oates
Marketers often talk about brand equity and gaining loyal customers. But companies could actually monetize their brands directly and generate revenue from them at no cost to their customers.
More articles on Brand Equity, Branding, Collaboration, Community, Marketing Smarter, Promotions, Search Engine Marketing
How to Craft a B2B Position Statement That Boosts Your Brand
How important is a well-crafted position statement in today's B2B marketplace? Done correctly, it could be the key to defining who you are—and what differentiates your brand from the competition. According ...
More articles on B2B Marketing, Brand Equity, Positioning Statements
Apple Tops Google as World's Most Valuable Brand
Apple surpassed Google to become the world's most valuable brand in 2011, according to the BrandZ ranking of the 100 most valuable global brands from Millward Brown. Facebook joined the ...
More articles on Brand Equity, Facebook, Google, Research Summaries
SEO and Comment Spam: A Cautionary Tale
If your SEO and social media strategies run afoul of best-practices, you might have a bigger problem than diminished Google rankings: Your brand's reputation might take a very public hit. ...
More articles on Blog Comments, Brand Equity, Search Engine Marketing, Social Media
Gen-Y Wants More Than Cool Brands
Although a brand's coolness is important to up-and-coming Millennials, most surveyed Gen-Y Americans say a brand should be up-to-date (36%) and should have its own style (33%) to be appealing, ...
More articles on Brand Equity, Customer Behavior, Demographics, Research Summaries
Bad News (About Brands) Travels Fast
More than one-quarter of US consumers (26%) say they are more likely to tell family, friends, and coworkers about a bad experience with a product or service than a good ...
More articles on Brand Equity, Customer Behavior, Customer Experience, Research Summaries
Don't Take the Twitter Joke Too Far
On February 3, Kenneth Cole used Twitter to send the following message: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online ...
More articles on Brand Equity, Humor, Small Business, Twitter
The Three Pillars of Social Media Readiness
As we strive to maintain impressive brand personas in the world of social media, unforeseen challenges can arise—from the inside out. It pays to bear in mind that things invisible to the ...
More articles on Brand Equity, Collaboration, Social Media
Three Tips for Building a Stronger Brand
You can't reflect too early or too often on the meaning of your brand, which can change at the chirp of a Tweet. "'Brand' is one of those words," Chris ...
More articles on Brand Equity, Marketing Tips, Social Media
Many Brands Don't Track Social Media Conversations
Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brands, according to ...
More articles on Brand Equity, Customer Relationships, Marketing Budgets, Research Summaries, Social Media
How Coupons Discount Your Brand
"The recession has caused lots of companies to panic," writes Laura Ries at Ries' Pieces. "And when companies panic, they print coupons and throw up sale signs. Look in your ...
More articles on Brand Equity, Recession, Small Business
Practical Social Media Tips for 2011
With the end of the year comes the compulsion to synthesize what we've learned about the ebb and flow of social media in 2010. Toward that end, John Antonios, writing ...
More articles on Brand Equity, Marketing Tips, Personal Branding, Social Media
Top Retailers Sold on Facebook, Twitter for Marketing
National retailers are marketing via social networking channels—particularly Facebook, but also Twitter—at increasing levels, integrating their online and physical properties via those channels and using their rapidly increasing fan and ...
More articles on Brand Equity, Facebook, Research Summaries, Social Networking, Twitter
Brands' Mobile Apps Frustrate Users
Nearly four in ten mobile users (38%) say they're dissatisfied with most of the apps currently available from their favorite brands, and 69% agree that if a brand's mobile app ...
More articles on Brand Equity, Branding, Mobile Marketing, Research Summaries
Digital Media Combos Drive Sales, Brand Favorability
Exposure to impressions of organic search results, paid search results, and online display advertising—and specific combinations of such media—produces both a measurable lift in brand favorability and likelihood to purchase, ...
More articles on Brand Equity, PPC Campaigns, Research Summaries, SEO
Brands Caught Astroturfing Risk Losing Customers
Most marketers say online "astroturfing"—the practice of generating fake online product reviews and testimonials—is unethical, and many would consider not buying from a brand if they discovered the brand was ...
More articles on Brand Equity, Customer Behavior, Research Summaries, Testimonials
Three Smart Ways to Extend Your Brand
"Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...
More articles on Brand Equity, Customer Behavior, Marketing Tips
Who Are You? Who Who Who Who?
One of the toughest things about cracking the social-media nut is figuring out the right voice to use for your brand persona. To do that, you need an immediate sense ...
More articles on Brand Equity, Brand Positioning, Social Media
Social Media Brand Passion Index Measures the Love
Consumers love Costco—and are more passionate about that love than they are for any other supermarket in the US, according to the newly launched NetBase Brand Passion Index, which measures ...
More articles on Brand Equity, Research Summaries, Social Media