This paper examines what is meant by the term 'brand equity'. It identifies three distinct uses of the expression; brand value - the total value of a brand as a separable asset; brand strength - a ...

Brand equity is difficult to define and challenging to measure. It’s about consumers’ awareness of brand features, what makes brands memorable, recognizable and reliable. It’s about the ...

Instinctively, every small business owner understands the importance of brand equity, even if they may not be able to define the idea. Marketing-speak aside, brand equity is how your customer ...

In a world where consumers are more open to switching brands, creator-first marketing can help build lasting brand equity.

Stuart Garlick, content marketing manager at Nexd, explains how to keep brand equity high with the help of a couple of high-profile case studies Any brand strategy, whether it comes from a new or long ...

As marketers, we face several hurdles when promoting our products and services. Perhaps two of the most challenging aspects of our roles are identifying the activities that will help us build brand ...

Top global findings: Campaigns with positive portrayals of men have a commercial advantage (+37 percentile points higher than ...