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 ...

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.

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 ...

This paper looks at various traditional metrics that market researchers use to measure brand equity. It briefly reviews the various strengths and weaknesses of each approach, before making a case for ...

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,” ...

Brand awareness is an essential piece of brand equity, as it captures prospective consumers and guides them into the customer journey where the consumer consideration set lies. Most of the time, ...

For marketers today, the traditional playbook isn’t cutting it anymore. Clients expect marketers to deliver hard business outcomes – and fast. With AI reshaping creative and media workflows, finance ...