The definition of brand scope or brand frame of reference is what customers expect from your brand. Have you had an experience like this? Let… Read More »What is brand frame of reference? What is brand scope?
Depending on the type of market your company is in, it may or may not need a brand. Your company may not need a brand.… Read More »Does my company really need a strong brand?
Executive Summary | Abstract | TL;DR In an organization with multiple products, brands or sub-brands, their relationships to each other need to be carefully considered… Read More »Overview of Brand Relationship Strategies