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A recent Marketing Science Institute study suggests that "firms should be cautious in the pursuit of risk-laden branded house strategies, and offer evidence that the financial markets do appropriately value a house of
The two most valuable brands according to Interbrand's 2012 survey are Walmart and Target, while Apple as a retailer, is not considered, at least among the top 50. Read more at: http://www.interbrand.com/en/BestRetailBrands/2012-Best-Retail-Brands.aspx
We've all seen numerous definitions of a brand. Essentially a brand where a product or service "fits" in the consumer's mind. That fit is all about a basketful of attributes made up of two key components: performance (what are you going to do for me today) and emotional rewards (how are you going to make me feel today). Successful marketers have and continue to recognize those important components, with emotional rewards becoming more and more important given the sea of sameness in product and service offerings available today. To better understand brands and branding, read UNDERSTANDING BRANDS BY10 PEOPLE WHO DO, edited by Don Cowley. It's available on Amazon.com.