A new study from Goa Institute of Management questions the effectiveness of user-generated social media content in driving ...

Explore how the traditional marketing model is being revolutionized by the concept of flow, where brand meaning is co-created ...

OMNIYAT's Executive Director of Marketing and Communications on why scarcity trumps scale, how motorcycle culture shapes his ...

Alex Lubar, global chief executive at DDB Worldwide, has left the Omnicom Group advertising agency network to become chief executive officer at Fundamentalco, a brand consulting firm that caters to ...

In today’s competitive market, a brand name is more than just a word—it's a powerful tool that shapes perception, builds recognition, and drives customer loyalty. But what exactly is a brand name? Why ...

Frictionless transactions, visibility and traditional convenience are top drivers of the customer value proposition. The retailers ranking in the top 13 (first tercile) include a mix of national and ...

Owning a home is considered one of the best and most financially savvy a person can make—if you can afford it. After all, it’s the largest asset class in the largest financial market in the world, and ...

The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial ...