Brand Equity is the special or premium value attached to a brand and its products. It is based on the consumer’s perception and trust that they have in the brand. It is associated with a brand’s name ...

Opinions expressed by Entrepreneur contributors are their own. When the original Arthur Andersen shuttered in 2002 after facing a criminal indictment tied to Enron, most people thought its 90-year-old ...

Talia Arnold from Managing Director of Exverus Media writes “In times of economic uncertainty, marketing teams meticulously dissect budgets, scrutinize sales, and reconsider growth projections but a ...

Readers interested in branding… read on! As you may remember, we are writing a four-part article designed to help you better understand the domain of branding—in particular, the idea of brand equity ...

Slack didn’t buy Super Bowl ads. It didn’t plaster airports with billboards. But it still became the default operating system for modern work. How did they do it? Because the experience was the brand.

Some Xiaomi smartphone models are comparable to the latest iPhones in terms of functionality. Somehow, they cost three times less. Tory Burch accessories are also known as a luxury brand, but they are ...

Opinions expressed by Entrepreneur contributors are their own. Your brand is no longer just about you or your company. Now, branding is all about the individual. They are seen as symbols representing ...