Brand Equity

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• What to Do When Growth StallsSteve 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 ...
  Brand Equity, Collaboration, Economic Crisis, Management
• Four Best-Practices for Renovating Your Brand—Before It's Too LateFred 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 ...
  Brand Equity, Brand Positioning, Branding, Customer Engagement, Segmentation
• Five Steps to Building Brand Equity for the Small BusinessMike 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 ...
  Brand Awareness, Brand Equity, Brand Positioning, Branding, Marketing Tips, Small Business
• What You Don't Know Can Hurt Your Brand EquityKevin 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. ...
  Brand Equity, Branding, Marketing Smarter, Online Marketing
• Why You Should Elevate Partnership Brand Marketing to the Strategic LevelGregory 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 ...
  Advertising, Brand Equity, Branding, Channel Marketing, Collaboration
• Thieves, Scallywags and Scoundrels: Combating Trademark Infringement in SearchLisa 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 ...
  Brand Equity, Marketing Smarter, PPC Campaigns
• Banking M&As: What About the Brand?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 ...
  Brand Equity, Brand Positioning, Branding, Collaboration
• Using the Business Case to Close the DealJonathan 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.
  Brand Equity, Brand Positioning, Collaboration, Customer Engagement, Sales
• Hip-Hop Marketing Strategy: What You Can Learn From Popular MusicSteven Lane
  Even if you don’t jump on the hip-hop bandwagon, you can still learn valuable marketing lessons from these contemporary entrepreneurs.
  Brand Awareness, Brand Equity, Branding, Collaboration
• Don’t Go Changin’William Arruda
  When you have incongruous experiences with a brand, your desire to remain loyal to that brand wanes.
  Brand Equity, Brand Positioning, Branding
• Take a Stand for Your BrandDave 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 ...
  Brand Equity, Brand Positioning, Branding, Value Propositions
• A Cure for Licensing DyslexiaKirk Martensen
  oyalties can represent only a fraction of the value that is created by a thoughtful, carefully executed licensing program.
  Advertising, Brand Awareness, Brand Equity, Branding, Measurement
• Exploring the Territory Known as No Brand's LandTim Riesterer
  Increasingly, a company’s branding success depends less on what they sell, and more on how they sell it. In a highly competitive market, with near parity products and barely discernible ...
  Advertising, B2B Marketing, Brand Equity, Brand Loyalty, Branding, Channel Marketing, Interactive Marketing, Personalization, Sales
• How To Successfully Extend Your BrandDaniel Edelman
  nderstanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the success of the brand extension. Often, marketers misunderstand the way ...
  Brand Equity, Branding, Market Research, Marketing Tips
• Do Corporate Brands Matter?Ray George
  ow can a company become a contender in a marketplace when its individual brands do not have comparable recognition and reach?
  Brand Equity, Brand Positioning, Branding, Targeting
• The Three Cs of BrandingWilliam Arruda
  Strong brands have something in common -- they all exhibit the “three Cs” of branding. Does your brand pass the Three C Test?
  Brand Equity, Brand Positioning, Branding
• Asking the Right QuestionStephen Shaw
  Every business should have a litmus test that separates the truly loyal customers from those who are neutral or disaffected.
  Brand Equity, CRM, Customer Relationships, Customer Retention, Metrics, Segmentation, Targeting
• The Seven Deadly Sins of Brands OnlineMitch McCasland
  Too often, Mitch feels shame for the web. It saddens him that an article can still be written today on how the misuse of the web can risk damaging brand ...
  Advertising, Brand Equity, Branding, Collaboration, Website Design, Websites
• Moving From Words to Deeds to Restore Public TrustJudy Hopelain
  Corporate America – the brand – may well be grappling for years to come with the damage it suffered as a result of transgressions that surfaced last year. The challenge ...
  Brand Equity, Branding, Management, Value Propositions
• The Meaning of SuccessStephen Shaw
  Marketing decisions are often made out of habit, or are based on blind faith or boredom. Success is often equally fuzzy. Why bother asking for success if you don't know ...
  Brand Equity, CRM, Customer Relationships, Market Research, Measurement