There are several stakeholders concerned with brand equity, such as the firm, the customer, the distribution channels, media and other stakeholders like the financial markets and analysts, depending on the type of company ownership. But ultimately it is the customer who is the most critical component in defining brand equity as it is his/her choices [...]
There’s a great deal of sturm und drang about the loss of fizz at Pepsi – and arguably at Coke, as well. Both companies face declining sales of their flagship brands and have used to greater or lesser success predictable ways to mask the fundamental issue: Fewer people are buying less and less of these [...]
The above comment from Domino’s Pizza spokesman, Tim McIntyre, speaks volumes about the power of social media and its importance as an official and unofficial PR channel. McIntyre made the comment after Domino’s Pizza were slow to react to a prank YouTube video that two, now former, employees made about food preparation at the Pizza [...]
In the current economic circumstances when budgets are being slashed faster than you can say “…but wa” how do you leverage more for your brand from less? Join us at the Vega Brand Headquarters in Bordeaux.
What do United Airlines and Starbucks coffee have in common? Take one of United’s U.S. flights, and you’ll find out. On every domestic flight you’re served Starbucks coffee. In fact, the deal between the two companies requires flight attendants to say “Starbucks Coffee” when offering in-flight beverages. What we’re seeing is the trend toward brand [...]
Some interesting stories from this week, thanks to ClearEye 1. Can you make and sell a $2,000 fishing reel in this economy? You can if you’re the New Hampshire-based business owned and operated by Stanley and Stephen Bogdan. And by the way marketers and global microbrand social networkers, these guys don’t own a single computer [...]
When I am asked for examples of great marketing to women efforts, I generally list past campaigns by American Express, Home Depot, Apple and Kleenex. At face value, those brands are all non-gendered – but track their tactics and messaging and you see a lot of women’s influence. Therein lies the best practice case study: [...]
Latest Brand Museum Update