Understanding total brand value

Article Abstract:

Brands could be valued in several ways ranging from "consumer brand equity" to extreme financial methods developed by brand consulting firms. The various types of brand values are described.

Evaluation, Brand choice, Brand identity

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Promised land

Article Abstract:

Changing nature of promises management which means delivering what is promised to the consumers, is discussed. Despite marketers' belief, over-delivering is not preferred by customers.

Consumer preferences

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In the mix

Article Abstract:

The new trends in the marketing where customer focused approach is practiced are discussed. An ideal marketing model is presented as an example for the new marketing mix.

Marketing, Methods, Analysis, Cover Story, Marketing models

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