The Maturity Phase of the PLC

Following the period of growth, a market will reach the maturity stage of its product life cycle. This means that there is limited growth – usually in line with the economy – left in the market. Sales have maximized and … Read more...

Categories PLC

Top 100 Brands in the World

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


Brand name selection

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 …

What is a brand?

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 …

The role of packaging

Packaging decisions in marketing

When we think of packaging, we tend to think about packaging’s role of being recognized and attracting attention inside a store. While this is a key goal of packaging, there are actually many other goals of … Read more...