What's in a brand? How to define your brand and determine its value

Article Abstract:

After having defined the idea of " brand" it is pointed out that brand strength is responsible for the profitability of a company. Different methods used to determine the brand value have been discussed. The effect of brand on customers, suppliers, staff and investors has been described.

Advertising, Methods, Marketing industry, Brand choice

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Meeting the two standards

Article Abstract:

Authenticity standard of a business' product or service has to deal with what is true and what product offerings are not being completely fufilled. Details on how to deal with issues on the dimensions of an offering are discussed.

Authenticity (Philosophy), Authenticity, Product image

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From understanding to action

Article Abstract:

Knowing what the customer wants is not the same thing as understanding a customer. The subtle difference it makes to a company's profitability are explained in detail, using examples of Wal-Mart and Volkswagen's Beetle.

Consumer Behavior, Analysis, Customer relations, Consumer behaviour

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