Corporate Branding is not Just About Brand Identity

Corporate Branding is not Just About Brand Identity

Nowadays, branding is all around us. We can see it in every part of our society. In fact, even though we mostly associate it with products and services, there’s also corporate branding, as well as sports, NGO, cultural, and religious branding. Countries and regions delve into it as well, so it’s safe to say that […]

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The Challenges of Brand Management

The Challenges of Brand Management

Brand Management Challenges in Changing Times Since the last few decades have given us plenty of changes in terms of science and technology, we can safely say that globalisation has taken over. Thus, businesses have changed as well, and organisations have acquired a new structure. In fact, the consumer economy has changed too with the […]

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What Do Brands Do?

What Do Brands Do?

Even though some might think that brand building is just advertising or that a brand is built via ads alone, the truth is a bit different. In fact, brands are not just what they offer or the functional value they are providing their customers with. Nowadays, many communities choose to celebrate brands that have achieved […]

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Why Certain Brands Stand Out?

Why Certain Brands Stand Out?

In the world of branding and marketing, one question has been left unanswered: Why certain brands stand out? Well, we cannot give you a conclusive answer to this, as both statements can be true. In fact, successful brands are famous for their ability to withstand challenges and remain relevant for years and years. However, most […]

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Brand Management – Marketing Career Options

Brand Management – Marketing Career Options

If you are thinking of pursuing a career in sales and marketing, you can expect many rewards. First of all, the knowledge and the experience you’ll get will open up a world of opportunities to you. Moreover, just because you’re in sales and marketing, it doesn’t mean that you only have to think about selling […]

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What are Brand Categories?

What are Brand Categories?

The history of branding is an interesting one, especially if we take into account how it started. Back in the day, branding was used to identify cattle and isolate it from the rest. However, it’s safe to say that brands have changed quite a bit since then. Nowadays, they are useful tools that help us […]

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How is Brand Value Measured?

How is Brand Value Measured?

Various models for accounting brand value Every brand has a certain value that we can see in the company’s balance sheets, as well as on the market. Thus, every time an organisation decides to acquire a brand, they pay huge goodwill or premium for it. However, how to account for that brand and calculate its […]

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What Does Brand Value Mean?

What Does Brand Value Mean?

In recent years, we’ve seen branding become more and more popular. In fact, all sectors and business organisations have embraced this strategy, and they’re trying to build their identity via both product-related and corporate brands. Thus, we can safely say that branding is a marketing strategy. Nevertheless, it goes even beyond regular marketing techniques. These […]

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Co-Branding Advantages and Disadvantages

Co-Branding Advantages and Disadvantages

In order to achieve certain goals, brands sometimes unite and delve into co-branding so as to name a new product. However, for the product to be a success, brands have to be in sync and always do what’s best for it. One good example of co-branding is that of Citibank and MTV. Together, they’ve created […]

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Why Do Brand Extensions Succeed or Fail?

Why Do Brand Extensions Succeed or Fail?

Nowadays, brand management is a difficult process. It has proven to be quite a challenge for both companies and brand managers. After all, the competition is getting stronger by the minute. Furthermore, brands are working with a ticking clock that’s showing how much time they have left to conquer the market. Thus, companies most often […]

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