The Coca-Cola brand is worth $79 billion, making it the most valuable brand in the world. Coca-Cola has been able to build such strong brand equity because it has consistently delivered a product that people enjoy. Nike is the second most valuable brand in the world, with a brand value ...
In the modern world, nearly everything is branded. Even the “generic” groceries you buy at your local market have a brand. According to the American Marketing Association, a brand is defined as: “A name, term, design, symbol, or any other feature that identifies one seller’s good or...
Behind every brand is a brand strategy, which helps inform the choices you make as a business. Explore advice and examples to help build your own. by Alexa CollinsUpdated on 3 Jan 2024 On this page On this page What is brand strategy? Why is developing a branding strategy important? The...
Brand identity is the visual representation of a brand, like a logo, colors, and other designs, which distinguish the brand from competitors in the minds of consumers. Brand identity encompasses much more than just the logo of a company. It's also the company name, the colors used throughou...
Brand awareness refers to the level of familiarity consumers have with a particular brand. It is measured by how well consumers can recognize the brand’s logo, name, products, and other assets. An effective brand strategy defines a brand’s target audience, develops a unique selling proposi...
Brand is a top priority for many businesses, but it often lacks a clear definition, owner, or action plan. People frequently conflate the term “brand” with related concepts like vision, awareness, positioning, and design, and so it never really gets articulated, and therefore never really ge...
What is brand preference? Brand preference is when a customer identifies a preferred product and makes that brand a part of their regular purchasing routine. This might come after a consumer tests other products—trying out the competition but ultimately settling on one prevailing brand. The reasoni...
Brand positioning expresses how a brand is uniquely different from their competitors. Effective brand positioning influences a customer or potential customer to see your brand as having a better value proposition. If they believe your brand will meet their needs, they’ll choose yours over others, ...
Here's what brand identity is and how to develop yours. Improve your small business presence with these expert insights.
Your brand image shapes the way customers perceive your business. Here’s why it matters and how to improve your own.