Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
Negative Brand Equity Let’s get theoretical. Brand equity means the monetary value of a brand. Brand equity breaks down into brand awareness (how many people… Read More »Is the NRA the Mythical Negative Equity Brand?
Have you watched a brand you love just mean less and less? A tragic tale! Brand dilution is the act of making a brand weaker via overuse. When a product doesn’t meet its brand promise, the brand loses it’s meaning
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?
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