by ricardopuyana | Jun 20, 2020 | Brand Management
October 23, 2001. Steve Jobs presented the iPod. Apple was already a consolidated company famous for making user-friendly computers, so making a brand extension in the music industry was surprising, however, they made their entry based on the customer’s...
by ricardopuyana | Jun 15, 2020 | Brand Management
Marketers involved in the strategic development of marketing communications have seen new channels emerge as opportunities to get creative and cost-effective ideas to reach their audiences. In this article we will discuss the pros and cons of promoting your brand in...
by ricardopuyana | Jun 9, 2020 | Brand Management
Brand equity management systems allow marketers to have timely, precise, and actionable information to make intelligent and inform decisions in favor of the wellbeing of their brand. There are three areas to work to develop a brand equity management system: design a...
by ricardopuyana | May 29, 2020 | Brand Management
The brand resonance model or brand resonance pyramid developed by Kevin Keller discusses the four stages of brand building. The four stages are Brand salience, performance & imagery, judgment & feelings, and resonance. In short, each stage has different...
by ricardopuyana | May 22, 2020 | Brand Management
Brand identity refers to how a brand wants to be perceived by its customers. This is constructed using brand elements such as logo, slogan, characters, communication tools, and an overall marketing strategy. On the other hand, the brand image is how customers actually...
by ricardopuyana | May 16, 2020 | Brand Management
David Brier said, “If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” Having a specific brand identity, core values, tone, and communicate it efficiently will come a long way in building brand equity. Why is having a...
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