Brand IS a competitive advantage
One of the most commonly overlooked sources of competitive advantage is brand. Branding is not just advertising, nor is it simply a catchy name for a company or product. The most important value in a brand is the value that it holds for actual customers. This value is very difficult and expensive to build – … Read More
Branding is a hot topic in marketing these days, but it’s defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layers.
Here are our definitions of some of the most important Brand Layers:
Brand Foundation
The base from which all brand elements … Read More
WIntangible assets are crucial to a company’s future. Assuring long-term growth and constant increase of shareholder value depend on the company maximizing its brand value.
Improving brand value should be a key goal for management and workers alike. To improve brand value, it must be constantly monitored and measured, as exemplified by the model described herein, which was developed for … Read More
