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316 words • advanced • 4 years, 4 months ago
"Brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. As organizations grow through mergers and acquisitions they are faced..."

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506 words • advanced • 4 years, 4 months ago
"After thirty years experience in brand management and marketing, I have directly advised more than 150 brands and indirectly advised (through educational workshops, Just Ask responses, pro bono work, etc.) more than twice that number. That is to say,..."
brandbudgetcampaignconsumerdealeconomyexceedforcegrowthincreaseinferiorinflationinnovationlogomanagementmarketingmarketplacepolicyproductpromiserateretailerscrollserviceslashsocialsolidsponsortargetvary

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263 words • intermediate • 4 years, 2 months ago
"An ingredient brand is a well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product. The ingredient brand calls out unique fe..."

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169 words • advanced • 3 years, 1 month ago
marketing, business
"Build, reinforce and measure the strength of your brand across digital platforms. In this course, we will examine the role of the brand in the digital age and the implications for the marketing and sales teams as well as for the wider organisation...."

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819 words • advanced • 3 years, 3 months ago
business
"We are often asked about brand equity measurement. This is one of our favorite topics. We just completed an omnibus cross-industry brand equity study as well as an insurance industry brand equity study. When people talk about measuring brand equity ..."

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482 words • advanced • 4 years, 4 months ago
"Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Sandra, a VP of Marketing in Atlanta, Georgia who..."

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935 words • intermediate • 4 years, 1 month ago
"The problem with Brand Value is really simple: no one agrees on it. The GE brand, for example, in 2011, was variously estimated to be worth $30.5B, $42.8B, and $50.3B by different brand valuation services. That’s a difference of about $20B between th..."
brandbuyercalculateconsumercontributecreatedeclineearningeconomicestimatefirmflowfoundationissuemarketingmeasureoutcomepreferencepremiumpricingresearchservicesignificancesponsorstockstrengthvaluevolumeworthyield

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146 words • intermediate • 2 years, 9 months ago
business
"With more scrutiny than ever before in the marketplace, trust in traditional advertising is in decline. For a brand to survive and grow it must have trust, engagement and purpose. Brands that have positive social impact build the strongest consumer r..."

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329 words • intermediate • 3 years, 10 months ago
"Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Ken, a VP of Marketing in Boston, Massachusetts w..."

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304 words • intermediate • 3 years, 6 months ago
"There are many considerations that should be very much top of mind for all brands that are merging or acquiring companies. A successful fusion will be determined by how well brands think through and act on these four areas: 1. When integrating new br..."

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339 words • intermediate • 2 years, 10 months ago
business
"Disney/Lucasfilm The success of Star Wars has helped make Disney the world’s most powerful brand. Brand Finance, in its annual top 500 list, calculates the brand is worth $31.674 billion, ranking it 24th in the world for value but number one for bra..."
basebrandcalculatechargedetermineestimatefactorgrossindexinvestmentinvolveopeningpowerfulpromotionrankratereputationrevenueroyaltystrengthsuccesssuccessfultotalvaluablevaluewillingworth

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676 words • advanced • 3 years, 3 months ago
sales, marketing, business
"Branding Strategy Insider readers know, we regularly answer questions from marketers. Today we hear from Sylvia, a VP of Brand Strategy in New York, New York who writes… “We have multiple brands (12) across the organization with varying identiti..."

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199 words • intermediate • 2 years, 8 months ago
business
"In addition to peer recommendations, brands are playing an increasing role in consumers’ purchasing decisions. The degree of connectedness between a consumer and a brand may be determined by how well consumers are integrated into brand communities...."

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957 words • advanced • 2 years, 6 months ago
business
"If your brand is taken over by another company or your company takes over other brands, either as a stand-alone buy or as part of a broader merger and acquisition, what aspects of your current brand should stay as they are and what might you look to ..."

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76 words • intermediate • 3 years, 4 months ago
marketing
"Global Marketing Manager - South East - £60,000 p.a. + Car or C/A Fantastic Global marketing role for strategic marketer with superb influencing skills and a drive for results. Focusing on brand innovation, brand equity management and TV creative d..."
brandequityfocusglobalhugeinfluencemanagementmarketingregionalsuperb

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641 words • advanced • 4 years, 2 months ago
"I mentioned previously that branding goes as far back as recorded history. However, in the modern era, outside of brand identity development, branding activities were largely confined to consumer packaged goods companies such as General Mills, Kraft ..."

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875 words • advanced • 2 years, 9 months ago
business
"Every established brand should have a clear understanding of its brand equity. The Blake Projects BrandInsistence brand equity measurement system measures the five things that cause customers to insist upon specific brands: awareness, relevant differ..."

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858 words • advanced • 3 years, 10 months ago
"If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio. At first sight these may appear to be relatively minor, rather superficial topics. The vast majority of orga..."
brandcampaignchiefcombinationcombinecorporateeconomyfirmfocusforcefounderimportanceleadmarketingoperationportfolioprofitrecentlyrelaterelativelyrevenuesaleseriousservicesightsourcestrategyuncoverunderestimatevast

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200 words • intermediate • 3 years, 2 months ago
business
"Apple has once again retained its position as the world's most valuable brand, according to brand management firm Interband's annual rankings of the "best global brands." Technology and automotive brands dominated the rankings of 100 companies, takin..."

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1792 words • advanced • 3 years, 10 months ago
"We often talk about “brand” as if it is one thing. It’s not of course -  in fact, the meaning and the use of the term differs, quite markedly, depending on the context. By my reckoning, brand is categorized in at least 18 different ways. (So much for..."
brandcompetitiveconsumercorporatedeclinedenoteembedenhanceexceedfactorfocusgrowthinvestorlackmarketingnonnormallyofferingoverallpotentialproductprofitresponsiblerevenuerevolvesalesectorservicesheervalue

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