Brands are at an inflection point. Today, consumers have more options and choices than ever before, and the cost of switching has never been lower. As brands create new, or pivot their existing, ...

Successful global brand management is a balancing act between local level aspirations and international strategic vision. In a world of globalisation, multinational companies and expanding online ...

Our final discussion in this brand management series looks at impact: the ability to measure how digital assets can influence brand success. “Results are what you expect, and consequences are what you ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY David Fossas There is ...

As marketers, it's important to know the basics of brand management. Meg Cabrera shares data and insights for an airline brand's IMC Campaign. As marketers, understanding the basics of brand ...

If someone asks you to stop by and see them at the Marriott in town, chances are you’ll need them to be a lot more specific if you have any hopes of connecting. The chain likely operates several ...

DO: go through a branding exercise where you define your brand's values, pillars, and promises, along with useful things like taglines, consumer value propositions, and the like. This will help you be ...

Urban Outfitters Inc. URBN is strategically positioned for continued growth through its multi-brand portfolio, effective inventory management and disciplined financial strategies. With strong ...

Saint Louis University's product and brand management certificate is designed to provide students with an understanding of the processes and strategies for introducing new products and building ...

Brand management involves the art of crafting and maintaining a brand image in the marketplace and of managing the product lines associated with individual brands. Marketers employ a repertoire of ...