Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...

In an earlier article, I shared personal experiences about launching a parent brand after a merger. To recap, the initial work begins with a strategic review of your brand portfolio and brand ...

A well-established brand brings more revenue, has more competitive advantages, and can weather any storm, making it easier to run your business and experiment with new tactics. Establishing brand ...

Volvo built a Marketing Mix Modeling (MMM) together with its media advertising partner, Mindshare. It is being used to gain effective performance. MMM, a model built by econometricians using ...

In today’s cutthroat economy, slashing prices often feels like the only way to stay competitive. But the best brands aren’t racing to the bottom. They’re winning market share without devaluing their ...