brandXpress blog

Since seven seems to be the magic number which relates with brand value and brand valuation let’s check seven applications of brand valuation:
External investor relations
Mergers and acquisitions were the original driving force for brand valuation. Now many successful companies use brand valuation as an ongoing business performance indicator: to help ensure that brand strength is […]

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Brand is often limited in its definition to awareness of a product or service. A company markets its brand – creates the name, broadcasts it to target customer segments, and applies it to its corporate identity or a set of products and services. The brand makes the company, product, or service recognizable.
This limited view of […]

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One of the questions that many companies grapple with is which level of branding they should use. The main choices are:
Corporate branding
Corporate branding is where the corporate name is the brand, and here the products tend to be described more in alpha numeric or letter terms, and not have distinctive brand names. Such is the […]

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Should a small company use branding as a part of its competitive strategy? There are some factors that imply that brands with a small geographic market have a good chance to steal market shares from the gigantic, global brands.
The most important thing from a small brands perspective is to be strong in its own defined […]

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We discussed earlier that co-branding is not a new concept, and that it remains crucial to consider the strategic objectives of the project and to address all the possible risks before it is launched.
Co-branding can be an asset in nearly all aspects of marketing, from creating initial awareness to building loyalty. There are four main […]

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Your advertising. Your packaging. Your corporate business cards. Even your product itself. They all reflect your brand, and your brand is your company’s single most valuable asset. And although it is nurtured and managed by your marketing department, your brand is represented by your entire organization. From the receptionist at the front desk to the […]

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Professor David Jobber identifies seven main factors in building successful brands:
Quality
Quality is a vital ingredient of a good brand. The core benefits must be delivered well, consistently. Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors.
Positioning
Positioning is about the position a brand occupies in a […]

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Brand building is simply a new label for a collection of functions that have always been necessary to make a business successful, requiring ongoing effort in several areas to increase the public’s awareness of your business name and logo as well as to build a strong company “essence” that inspires loyalty and trust in […]

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Since we discussed earlier that positioning is one key element in creating a winning brand, there’s a another wave of opinnions which consider that rise of sophisticated and knowledgeable consumers, is the main reason for the fall of positioning. Instead, companies are adopting a new strategy that recognizes the impact of the Internet and […]

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