Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...

In an earlier article, I shared personal experiences about launching a parent brand after a merger. To recap, the initial work begins with a strategic review of your brand portfolio and brand ...

In today’s cutthroat economy, slashing prices often feels like the only way to stay competitive. But the best brands aren’t racing to the bottom. They’re winning market share without devaluing their ...