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Market Segments and Positioning (Part 4)

Market Segments Marketing is a relatively new discipline, emerging in the early 1900s in the University of Illinois and University of Pennsylvania...

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An Overview of Brand Values and Associations (Part 3)

What are Brand Values? As mentioned in previous article, brand values represent what the brand stands for, for example luxurious, innovative, rel...

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Brand Architecture and Equity (Part 2)

Brand Architecture Think about why we need architects – large commercial buildings are complicated and have to be designed carefully so that the...

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An Overview of Strategic Brand Management (Part 1)

What is Brand Management? Most people will be familiar with the term ‘brand management’, thinking of companies such as Apple®, one of the mos...

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Formulating Strategy in a Difficult Business Environment

Firms often build their strategic plans using an annual cycle, mapping to the financial cycle, meaning that they have to issue top down objective...

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Leading the Revolution

Professor Klaus Schwab, the Founder and Executive Chairman of the World Economic Forum, defines the initial industrial revolutions as the transport...

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