Brand Profitability & Brand Management
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There are thousands of products and services out there - but not many brands. This collection of articles and case studies cover the importance of effective brand management, by focusing on brand profitability and development, and includes guides to conducting a brand audit.
Unfortunately, the term 'brand' is an abused and confused term. 'A leading brand' is distinctly different from 'a well known company' and 'creating a new brand feel' is downright misleading when in fact the company logo and typeface is all that is being changed. So just what is a brand? Why is it important to you and how do you go about creating your own brand?
Expert Talk > Business Basics > Building & Managing A Brand
Marketing channels are becoming increasingly complex. The customer is now in control and there is no quick fix. In this environment, how can your organisation create brand equity?
Expert Talk > Business Basics > Building & Managing A Brand
Your brand is so much more than your logo or visual identity. It's the essence of who you are as a business.
Expert Talk > Business Basics > Building & Managing A Brand
In this increasingly complex social marketplace, consumer trust is emerging as the new currency you cannot trade. As the strength of this currency increases, it falls upon brands to create their own stable 'Trust Economies' that will weather the rise and fall of the external local and global movements around them. So just why has trust become so important to consumers? And how do you, as a brand, build your own Trust Economy to build loyal and profitable customer relationships?
Expert Talk > Business Basics > Building & Managing A Brand
There are thousands of products and services out there, but not many brands. This article explores the potential, the pitfalls and risk reduction in creating new brands or evolving existing brands.
Expert Talk > Business Basics > Building & Managing A Brand
A company's brand stands on three legs: Name, Logo and Tagline. None of them is easy to get right, yet all of them are keys to defining the company, building recognition in the marketplace and developing loyal customers.
Expert Talk > Business Basics > Building & Managing A Brand
One of Australia’s oldest brand custodians reveals some of the secrets behind creating and sustaining brand loyalty.
Case Studies > Business Basics > Sales & Marketing
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Articles: Brand Management, Brand Profitability, Brand Audit
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