Posted inBrand Management
Brand Portfolios and Market Segmentation
There can be a single brand portfolio or multiple brand portfolios. The companies decide courageously…
Posted inBrand Management
Brand Knowledge
Keller defines brand image as awareness of brand name (whether and when customers know the brand and…
Posted inBrand Management
Six Faces of Brand Identity
Brand identity can be represented by six faces of a hexagon or a prism as…
Posted inBrand Management
Brand Identity & Positioning
In today’s market, the customer has a very wide choice of products. When it comes…
Posted inBrand Management
How to Name a New Product?
The company grows by bringing out the best in its product. Every time a research…
Posted inBrand Management
Classic Branding Dysfunctions
If a brand architecture is not proper, it can lead to unwelcome consequences. Few instances…
Posted inBrand Management
What is Brand Management?
Brand management is an art of creating a brand and maintaining it. It is nothing…
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Internationalizing the Architecture of the Brand
Since most of the brand architectures are built over a substantial period of time in…
Posted inBrand Management
Choosing Appropriate Branding Strategy
The following parameters should be considered while choosing an appropriate branding strategy − ● Marketing strategy…
Posted inBrand Management
Hybrid Brand Architecture
It is a combination of monolithic, endorsement, and portfolio architectures. These are the most common…