Brand equity is difficult to define and challenging to measure. It’s about consumers’ awareness of brand features, what makes brands memorable, recognizable and reliable. It’s about the ...

One of the issues that was raised in one of the panels yesterday 1 was the question of Behavioral and Attitudinal measurement of Brand Equity. I reacted very strongly to the idea of Behavioral versus ...

A woman browses the Internet. A brand that is not searchable online does not exist in the minds of today’s consumers. PHOTO/file What is little understood generally is the importance of ...

Brand equity expresses the value of a brand to consumers beyond strictly physical assets, and as a commercial property. Defining strong brands; how brand images drive brand equity. Ever since David ...

Nike's reputation tanked after its Olympic ad misfired. It also faces new challenges from XX-XY Athletics about supporting ...

Instinctively, every small business owner understands the importance of brand equity, even if they may not be able to define the idea. Marketing-speak aside, brand equity is how your customer ...

Perhaps two of the most challenging aspects of our roles are identifying the activities that will help us build brand equity and showing the value of our efforts to stakeholders – especially those in ...

Each brand carries a unique market position, contributing to Capri's overarching brand equity and competitive edge. The ...

I don’t believe the consumer’s mad at us, we just have to give them a reason to want to engage with us again,” CEO Kevin Plank said on a call with analysts.

Parle Products has launched its latest campaign for Parle 20-20 cookies. The brand has released a three-film campaign that ups the ante on the underlying theme of previous campaigns. The earlier ...

Audi (file image) Audi on Thursday unveiled a new electric vehicle brand in China whose cars will sport just the name AUDI ...