Building Successful Brands
The concept of branding a product began as early as the sixteenth century. Since those early times, building and maintaining strong brands have been the hallmarks of all successful companies.

Managing Brand Health for Profitable Growth
These days, Brand Health Management is seen as strategically central to the long-term success of any company.

Brand Equity vs In-Market Performance: Strategies for Growth
Brand Equity valuation can be a tangible and accountable measure for understanding the extent to which Brand Equity drives market share.

What the ACNielsen | Winning Brands Normative Database Tells Us About Strong Brands
Strong brands (ie brands with equity scores of more than 5.0*) maintain about 55 percent of consumers as their current, most-often-purchased brand.

How Consumers Identify a Good Brand
The world is increasingly cluttered with brands and evidence indicates that most brands enjoy rather low levels of consumer commitment.

Take a Tip from the Locals: Unconventional Marketing Mix Works in China!
International brands take heed: while classic marketing strategies may win consumers elsewhere in the world, they may not necessarily lead to market share growth in China, a country with the largest consumer population and a unique retail universe.

The Retail Store as a Brand
In recent years, more and more retailers have seen the importance of branding and have recognised the need to adopt distinctive positioning within their marketplaces.