How marketers build a distinctive brand personality using Aaker’s five-dimension framework, and why consistency across every touchpoint matters more than any single campaign.
Crafting a Distinctive Brand Personality Find Out More...
By conducting a personal SWOT analysis, you can gain valuable insights into your current position and develop a strategic plan for your personal and professional development.
Using SWOT for Your Personal Brand Find Out More...
This article provides a great introduction and overview paid, owned and earned media and how they need to work together for successful marketing communications.
What is Paid, Owned, and Earned Media? Find Out More...
Line extensions are the cheapest, fastest way most brands grow, but they raise a hard question: how much of the new item’s sales are actually new, and how much is just cannibalizing what we already sell?
The Role of Product Line Extensions Find Out More...
The halo effect explains how a positive impression of one product or trait can spread to a whole brand, and why that matters for launches and brand extensions.
What is the Halo Effect in Marketing? Find Out More...
Are you looking to improve brand awareness? Find a list of over 40 tactical ideas to enhance the awareness of your brand.
How to Improve Brand Awareness Find Out More...
Understanding what is the difference between primary and secondary demand is helpful for identifying growth opportunities in marketing.
Difference Between Primary and Secondary Demand Find Out More...
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 equity valuation is the proportion of extra profitability
Top 100 Brands in the World Find Out More...
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. This then determines one of the four boxes, namely:Product line extensionMulti-brandBrand extensionNew brandPlease note that the
Four brand strategies Find Out More...
Selecting a brand nameOne 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 brand name that is somehow reflective of the
Brand name selection Find Out More...
