13 Key Strategies for Building a Successful Brand in Today’s Economy

13 Key Strategies for Building a Successful Brand in Today’s Economy

When you think about successful brands, the very first thing you will remember are their logos. However, a strong brand is a lot more than the sum of its visual elements. If you manage to build a strong brand, it will be as relevant as the product you’re offering. First-time business owners frequently run into […]

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What is Strategic Brand Management?

What is Strategic Brand Management?

Strategic Brand Management –  Meaning and Its Importance You can hear a lot of stuff around the office. Although watercooler talk isn’t what it used to be, chatter around the office can always prove insightful. Remember, it isn’t eavesdropping if you can apply it in business. So the other day, two gents from the office […]

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How to Manage Brands over Time

How to Manage Brands over Time

Markets are very dynamic, and the products are always evolving, changing, and improving. Furthermore, regulations are changing almost as fast and often as new technology is being introduced. Meanwhile, customer’s tastes, preferences, and needs are also in constant flux. On top of all that, marketing strategies have to change as well — if nothing else, […]

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Managing Brands over Geographic Boundaries and Market Segments

Managing Brands over Geographic Boundaries and Market Segments

Whether their hand was forced or it happened naturally, most companies want to expand and conquer the global market. However, expanding globally isn’t that easy. For starters, you have to adapt your marketing strategy for global consumption. Such adapted marketing programmes are the only way to achieve strong brand equity that knows no borders and […]

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Introducing and Naming New Products and Brand Extension

Introducing and Naming New Products and Brand Extension

One company isn’t necessarily just one brand. It can offer a lot of products and service under different brand names. That’s why creating the brand matrix is essential. The brand matrix allows you to see the current offer of the entire company, all brands and products included. The brand matrix includes the product line and […]

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How to Measure Outcomes of Brand Equity?

How to Measure Outcomes of Brand Equity?

Measuring the outcomes of brand equity should be done at the source. You can choose one of two types of methods that measure one dimension of brand equity at a time: The Qualitative Research Methods These are used to measure brand association by recording the consumers’ perceptions of the brand. The Quantitative Research Methods Provide […]

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How to Measure Sources of Brand Equity?

How to Measure Sources of Brand Equity?

How do you create the perfect marketing communication programme? You measure and seek to understand the way your consumers think. What’s more, you also have to understand what the current level of brand knowledge among your customers is. That way, you’ll know where to aim your marketing efforts.   How to Access the Minds of […]

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What is Leveraging Secondary Brand Association to Build Brand Equity?

What is Leveraging Secondary Brand Association to Build Brand Equity?

There are many direct ways to create strong brand equity. Marketing strategies can be designed to aim and cater to different brand elements such as the logo, style, symbols, etc. Additionally, a lot of marketing efforts go toward the product, price, and the distribution network. These direct marketing approaches are focused on the features of […]

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Integrating Marketing Communication to Build Brand Equity

Integrating Marketing Communication to Build Brand Equity

Building strong, positive brand equity depends on your marketing programmes. However, your brand image and brand awareness rely solely on marketing when it comes to reaching satisfactory levels necessary for strong brand equity.   What Is Marketing? Marketing entails communicating with the customers, mostly through advertising. Every marketing programme revolves around not only products and […]

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How to Identify Market Segments and Select Target Markets

How to Identify Market Segments and Select Target Markets

Marketing is no easy task. No matter what your business field is, it’s impossible to satisfy every consumer. People like different things. What’s more, their needs differ as well. The market is very vast, and the products are available in almost endless amounts. That means you can’t strive to satisfy everyone. So what do you […]

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