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.
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