Marketing Resources: Brand Equity

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Results for Brand Equity

Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra Ellis
How many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look.
More articles on Measurement
Brand-Building: The Limits of Engagement by Joel Rubinson
Suppose you learned that most of your brand's buyers are switchers: that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that's a typical pattern for ...
More articles on Social Media
How to Develop a Successful Facebook Page by Mark Ivey
Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business. Recent changes have improved their functionality. Check out the following strategies for leveraging some of the key features.
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The Customer Lens: An Approach to Customer Touch-Point Analysis by Barre Blake
Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own ...
More articles on Value Propositions
The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits) by Eric Garland
It's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us ...
More articles on Marketing Smarter
What to Do When Growth Stalls by Steve McKee
As much as we would all like to believe that we're masters of our own destiny, the unfortunate truth in business is that growth stalls. Over the course of a decade, more than half of companies stall... and that's in ...
More articles on Management
Four Best-Practices for Renovating Your Brand—Before It's Too Late by Fred Geyer
Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address ...
More articles on Segmentation
Five Steps to Building Brand Equity for the Small Business by Mike O'Toole
Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the role models for brand equity are global icons like Coca ...
More articles on Small Business
What You Don't Know Can Hurt Your Brand Equity by Kevin Joy
Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. In a world where an organization's brand can represent half, ...
More articles on Online Marketing
Why You Should Elevate Partnership Brand Marketing to the Strategic Level by Gregory Pollack
The power of partnership brand marketing brings two companies and brands together—each with its own brand equity and its own distribution channel strength. Whether teaming a car manufacturer with a theme park to capture the family segment, pairing ketchup with ...
More articles on Collaboration
Thieves, Scallywags and Scoundrels: Combating Trademark Infringement in Search by Lisa Wehr
In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic. With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies.
More articles on PPC Campaigns
Banking M&As: What About the Brand? by Joseph Benson, Jack Foley
Not since 1998 has the banking industry experienced the pace of consolidation taking place across the country today. From national mega-deals to local ones, it seems every bank is in the "great game" as a buyer, seller or interested flirt. ...
More articles on Collaboration
Using the Business Case to Close the Deal by Jonathan Sharp
Marketing executives invest a great deal of time and money building the brand, only to see it diluted at the most critical point—in front of the customer.
More articles on Sales
Hip-Hop Marketing Strategy: What You Can Learn From Popular Music by Steven Lane
Even if you don’t jump on the hip-hop bandwagon, you can still learn valuable marketing lessons from these contemporary entrepreneurs.
More articles on Collaboration
Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies by Debbie MacInnis
It's best to have a brand that is sufficiently strong to allow a company to enter new markets, develop new products and burrow deeper into markets it has already entered. This is last in a 4 part series that explains all ...
More articles on Customer Engagement
How Your Company Can Create Brand Equity by Debbie MacInnis
(PREMIUM ARTICLE) What makes a customer buy a brand? The authors use research from psychology and consumer behavior to describe the things that must go on in customers’ heads to make them buy the brand (initially and repeatedly) and do ...
More articles on Customer Relationships
How to Measure Brand Equity by Debbie MacInnis
(PREMIUM ARTICLE) The notion of “brand equity” has long been of great interest to marketers. But the trickiest issue to date seems to be working through the nettlesome question of how brand equity should be measured.
More articles on Metrics
Branding and Brand Equity: Clarifications on a Confusing Topic by Debbie MacInnis
PREMIUM ARTICLE) Think you know branding? Well, be prepared to change your thinking. In part one of this four-part Premium Membership series, the authors will set the record straight: What is branding? And how can you brand your own company ...
More articles on Customer Retention
Don’t Go Changin’ by William Arruda
When you have incongruous experiences with a brand, your desire to remain loyal to that brand wanes.
More articles on Branding
Take a Stand for Your Brand by Dave Sutton
You’ve got to decide what your brand stands for, and communicate that value proposition effectively and repeatedly. It’s not good enough to just run a quality business—you’ve got to let everyone know what sets you apart from the pack.
More articles on Value Propositions

See all 45 marketing articles related to Brand Equity

Politicians Deemed Worst Endorsers
Almost two in five (37%) of US adults think politicians are the least credible and persuasive spokespeople for a product.
More articles on Market Research
Top 100 Brands Worldwide
Coca-Cola is the most valuable brand in the world for the ninth consecutive year, according to the latest Interbrand/BusinessWeek brand-value ranking. Rounding out the Top 5 list are IBM, Microsoft, ...
More articles on Market Research
Blog, Meet Tweet. Now, Mesh!
Here's happy news for intrepid marketers seeking to more easily manage their brand reputations and promote their fab companies: in partnership with Sawhorse Media, Technorati has launched Twittorati, "where the ...
More articles on Twitter
Top Brands Engaged Online via Social Media
Among the world's most valuable brands, Starbucks, Dell, eBay, Google, and Microsoft best leverage social media to interact with customers online, according to a study by Altimeter Group and Wetpaint.
More articles on Social Media
Too Smart to Lose
Last year, Southwest Airlines refused passage to two young women for obnoxious behavior. The ladies immediately went out and told the press they weren't permitted aboard because they were "too ...
More articles on YouTube