Brand Equity

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• Trust in Facebook Tanking After Privacy Changes
  Trust in Facebook as a company has been shaken as a result of controversial changes it has made to its privacy policy, and that loss of trust may lead up ...
  Brand Equity, Facebook, Forecasts, Research Summaries
• Consumers OK With Scandalized Celebs' Endorsing Brands
  Three-quarters of Americans (74%) say when a celebrity endorser gets involved in a scandal, how they feel about the brands that the celebrity endorses is not affected, according to a ...
  Brand Equity, Demographics, Research Summaries
• World's Most Valued, Resilient Brands Led by Tech
  The world's strongest brands have proven their resilience to recession: When most key financial indicators plummeted last year, the value of the BrandZ* Top 100 brands, led by technology brands, ...
  Brand Equity, Recession, Research Summaries
• Wade in These Waters With Care
  In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand's stormy social life: Nestle. Recently, ...
  Brand Equity, Community, Customer Behavior, Social Media
• Corporate Reputations Improve, Berkshire Hathaway No. 1
  After hitting rock bottom during the height of corporate bailouts and the economic crisis, the public's perception of corporate America is bouncing back: The percentage of Americans who say the ...
  Brand Equity, Economic Crisis, Reputation Management, Research Summaries
• Recalls Destroying Toyota's Reputation for Quality
  The recent recalls of Toyota automobiles have undermined the carmakers' reputation: Consumers who have a positive perception of Toyota's commitment to building quality cars fell to 21.8% in March 2010, ...
  Brand Equity, Customer Behavior, Reputation Management, Research Summaries
• The Two Laws of Branding From the Inside OutArie 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. ...
  Brand Equity, Brand Positioning, Branding, Marketing Smarter
• Of Brand Hijacks and PR Nightmares: A Tale of Two Brands and One FlubAngela 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.
  Blogging, Brand Equity, Customer Relationships, Twitter
• Branding in the Age of Social: Gaining Insight Through ResearchEric 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? ...
  Brand Equity, Branding, Market Research, Social Media
• Stronger Brands Recover From Recession Faster
  The world's most valued brands are recovering from the recession faster than the Standard & Poor's 500 as a whole: the BrandZ* Top 100 brands have returned a 28% higher ...
  Brand Equity, Recession, Research Summaries
• What Every CMO Should Know About MusicRuth 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 ...
  Advertising, Brand Equity, Brand Loyalty, Chief Marketing Officer, Customer Engagement, Marketing Tips
• Protecting Corporate Brands One Keystroke at a TimeBill Unrue
  Brand identity is one of the most valuable assets that all organizations—from healthcare providers to financial institutions—seek to protect. But the ease of employee access to the Internet from the ...
  Brand Equity, Branding, Collaboration, Management
• Politicians Deemed Worst Endorsers
  Almost two in five (37%) of US adults think politicians are the least credible and persuasive spokespeople for a product.
  Advertising, Brand Equity, Research, Research Summaries
• 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, ...
  Brand Equity, Branding, Research, Research Summaries
• 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 ...
  Brand Equity, Collaboration, Interactive Marketing, Social Media, Twitter
• Brand-Building: The Limits of EngagementJoel 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. ...
  Brand Equity, Brand Loyalty, Customer Engagement, Marketing Plans, Marketing Tips, Social Media
• How to Develop a Successful Facebook PageMark 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 ...
  Brand Equity, Community, Facebook, Management, Marketing Tips, Services Marketing, Social Media, Twitter, Videos, Writing
• 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.
  Brand Equity, Customer Engagement, Research, Segmented Research Data, Social Media
• The Customer Lens: An Approach to Customer Touch-Point AnalysisBarre Hardy
  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 ...
  Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
• 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 ...
  Brand Equity, Interactive Marketing, New Media, Social Media, YouTube