How to spot the warning signs of brand dementia

Confusion, loss of vision, incessant babbling. They used to call it old age or senility. Now we recognize these as the symptoms of brand dementia.

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Customer-based brand equity

A practical model for developing international brands

You want to build your brand’s equity. But a quick survey of the models for doing so reveal a plethora of options.

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Apple: Brand equity in action

Busy business people are quick to relegate things they don't regard as important to the "soft issues" bucket. I've seen everything from product design to consumer perception to brand strategy in that bucket

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