What is Co-branding? Definition, Aim, Forms, Retail, Need for a Strategic Fit

Introduction to Co-branding There are various strategic options available to a marketer for building a strong brand in the marketplace. Brand image building is a long-term process and three key…

Continue ReadingWhat is Co-branding? Definition, Aim, Forms, Retail, Need for a Strategic Fit

What is Brand Equity? Assets: Awareness, Image, Associations, Perceived Quality

Introduction of Brand Equity A brand is considered an asset for a company. Fundamentally, branding is about endowing products and services with the power of brand equity. The brand equity…

Continue ReadingWhat is Brand Equity? Assets: Awareness, Image, Associations, Perceived Quality

What is Brand Image? Associations, Identity, Discrimination

Introduction of Brand Image Most consumers buying decisions are influenced by the image they have of the product. Consumers buy the functional, psychological and aspirational values delivered by a product.…

Continue ReadingWhat is Brand Image? Associations, Identity, Discrimination