Discover how the Brand Potential Index (BPI) evaluates potential market reach, integrates BDI and MDI, and informs advertising strategies for successful branding.

As more companies aim to reach a global audience, they are also tasked with navigating new cultures and understanding new audiences. Every country and region within has unique cultural norms, values ...

With over 4.9 billion social media users worldwide and 95% of recruiters screening candidates online before interviews, personal branding has evolved from optional marketing exercise to career ...

Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...

Branding is a tool primarily used in business and marketing to help people identify, and fabricate a perception of a company, an individual or a product. The same concept can be extended to places by ...

Establishing a brand is one of the most important investments that a business can undertake in order to have a foothold in the marketplace. While it would seem to be a hefty cost in the start, the ...

The value of visual branding in today’s world cannot be overemphasized. Customers are bombarded with information from so many sources that their attention spans have dwindled, and businesses are ...

For many, life has evolved post-pandemic. Many more of us are staying home for work and leisure. As a result, foot traffic to retailers has shrunk, and consumer behavior has changed. Enter the rise of ...

Julie Casteel is the Chief Strategic Accounts Officer & CMO at ibex, a global provider of BPO and customer engagement technology solutions. Creating a brand that rises above the noise in today’s ...

VML has announced five new hires and one high-level promotion within its brand strategy and data department. The agency announced the moves just a day after word that it is one of the WPP agencies ...