May 292015
 

Brand equity is a financial valuation of the firm’s brand contribution to profit. Most brand equity valuation firms – such as Millward Brown (as discussed in the link below) – look at brand equity on economic use basis. So what is an economic use basis? Economic use in the brand Read full article…

May 222015
 

Selecting a brand name One of the key decisions when bringing a new product to market, particularly if it is going to be under the umbrella of a new brand, is the brand name selection. There are two approaches to brand name selection. The first approach is to have a Read full article…

May 222015
 

Definition of a brand A brand can be defined as a name, sign, logo, or design of a product/ service or a firm designed to identify ownership and to differentiate the offering in the marketplace. What are brand elements? Most products and/or firms will have some sort of brand identity Read full article…

May 222015
 

In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty. There are multiple decisions to be made however, when introducing a new product into the marketplace. This particular article provides Read full article…

Sep 032014
 

  Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand. Therefore, as a simple definition for what is a brand touchpoint? A brand touchpoint can be considered as any interaction or exposure Read full article…

Sep 032014
 

  Customer journey mapping is a visual technique designed to outline how: The brand reaches a consumer’s consideration (evoked) set How the consumer progresses through the buying decision process and selects a suitable brand, and The consumer progresses through consumption and/or use of the product or service. When to use Read full article…