The notion of “brand equity” has long been of great interest to marketers, as evidenced by the number of books and articles on branding that have appeared both in the business press and on this very ...

Brand Equity is the special or premium value attached to a brand and its products. It is based on the consumer’s perception and trust that they have in the brand. It is associated with a brand’s name ...

We develop a structural model of brand management to estimate the value of a brand to a firm. In our framework, a brand's value is the expected net present value of future cash flows accruing to a ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Patti Boyle As marketers ...

The evolving healthcare marketing landscape requires that organizations pay increasing attention to their brand equity and ensure a healthy balance between brand-building and performance marketing.

Martyn Etherington is CMO at Teradata. Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San ...

There are many things that make a successful brand, but none is as frail and hard to measure as a social value. And yet it’s precisely social value, i.e. perceived and not actual worth, that is often ...

In our collective experience in marketing, no topic has seemed to cause as much confusion as branding. People routinely throw out terms like “brand,” “brand equity,” “branding” and “brand strength,” ...

NEW YORK, June 05, 2018 (GLOBE NEWSWIRE) -- The independent and objective New York-based Luxury Institute today announced its new and groundbreaking Emotionally Intelligent Brand Index (EIBI), ...

When a company has positioned itself on the foundation of innovation, the idea of not innovating in a new product – and instead offering a price-play product – can become a commercial nightmare.

Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...