Why Do Brands Have Extensions?

Why Do Brands Have Extensions?

Over the years, the business environment has changed quite a bit. Thus, we no longer conduct business as we used to, nor do we market our services and products in the same way. In fact, a lot of those changes have to do with the emergence of Internet marketing. It has drastically changed conventional marketing, […]

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Brand Extension – Advantages and Disadvantages

Brand Extension – Advantages and Disadvantages

When an already well established brand uses its name to extend outwards into other product categories, this is what is called brand extension. Brand extensions are quite popular nowadays for multiple reasons. Let’s take Nike here as an example. Nike’s core products are shoes, and they’ve gathered a mighty following by selling all kinds of […]

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What’s the Difference Between Brand Equity and Customer Equity?

What’s the Difference Between Brand Equity and Customer Equity?

Brand Equity vs Customer Equity? Brand equity is what decides the brand’s worth. We can define it as a bundle of value and strength. In contrast, customer equity relates to the lifetime values that are important to consumers.   Nevertheless, these two terms have something in common: Both brand equity and customer equity place the […]

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What is Brand Equity?

What is Brand Equity?

Meaning and Measuring of Brand Equity When we want to see how valuable a brand is, we consider its brand equity. Brand equity is a concept that becomes apparent once a customer chooses a certain product or service. In essence, it shows how knowledge of a brand can make all the difference regarding brand marketing […]

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How do You Build a Brand Name, Product or Service?

How do You Build a Brand Name, Product or Service?

Organisations are often inspired to create services and products that could be of use to most people around the world. However, such endeavours require a brand or a good company name. Furthermore, the brands need to have a logo and lettering so that they can effectively promote the offering. Thus, before you start building a […]

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What is a Brand Promise?

What is a Brand Promise?

Your Brand Is a Promise of What We Deliver We are all aware of the fact that brands lead to responses. After all, there are many people out there who are obsessed with their brand new iPhone or car. That tells us that we connect certain feelings to a brand, and that we have expectations. […]

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What is Brand Association?

What is Brand Association?

Contrary to popular beliefs, brand associations are not benefits a customer may expect from a particular brand. These are actually symbols, sounds, and images one can link to a brand and instantly recall it. For example, the world-famous Nokia tune or the blue colour that’s always associated with Pepsi. Apart from images, sounds, and symbols, […]

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What is Brand Loyalty?

What is Brand Loyalty?

The importance of brand loyalty to your business We can define brand loyalty as the extent to which a consumer trusts a brand and relies upon it time after time. It is the slight fear a consumer feels when they have to choose a brand they don’t trust, rather than a brand that has never […]

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What is Brand Awareness?

What is Brand Awareness?

Fundamentally, brand awareness comprises of brand recognition and brand recall. As such, it represents the degree to which the consumers are familiar with a product or a brand. Furthermore, it also demonstrates how many consumers can link a certain brand to its particular product and the ratio of the niche market that knows about a […]

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What is Brand Personality?

What is Brand Personality?

Brand personality is what makes a brand unique. In essence, it is the way a brand behaves and speaks. As such, it is a bundle of traits that help the brand stand out on the market and differentiate itself from its competitors. A brand expresses its personality through human traits assigned to its brand identity […]

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