Discover what a master brand is, its advantages and disadvantages, and see real-world examples like Virgin and Coca-Cola. Learn how they shape brand strategy.

Now, AI has disrupted the whole process. Today, brand consultants feed AI vast datasets, social listening signals, customer ...

Here we look at the steps that companies should take in developing their branding strategy. From their brand vision and brand promises to how branding will play a roll in your firm.

Branding in the tech industry goes beyond visual elements. It involves creating a meaningful identity that resonates with the audience, inspires loyalty and differentiates the company from competitors ...

Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...

Learn how a harvest strategy helps maximize profits by cutting costs on aging products in marketing and investing. Discover the benefits and applications today.

In the digital age, it's easier than ever to create a new brand, but making it stand out from the competition is an entirely different matter. How do you create a brand story that gets attention and ...