A company’s brand is much more than just a name, or fancy logo or graphics. A brand represents what a company stands for – it’s market positioning.  It signifies what consumers percieve of that company as well as deeper feelings, emotions and beliefs about that company. Brands do have value – Brand Equity – which is a measure of how much more the consumer would be willing to pay vs. the competition or an un-branded version.  A very hard figure to calculate, so we often talk in relative terms. I recently found an article that indirectly demonstrated the power of brands – in regards

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