Nike's recent strategic pivot back to brand building sends brands an important signal about the limitations of relying too ...

Aaker defines brand equity as a set of five categories of brand assets and liabilities linked to a brand, its name and its symbol. These can add to or subtract from the value that a firm's product or ...

NUEKPEBuilding brand equity can help to increase awareness and boost recognition to grow sales and profits long-term. Focusing on customers and how they perceive your brand can allow you to develop ...

Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step: We’re long-term subscribers to WARC and ...