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Author Archive

Brand Management

There Are No Structural Barriers To Competition

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There Are No Structural Barriers To Competition

It is questionable whether there have ever been real long-term structural barriers to market entry.

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Brand Definitions

Key Measures Of Marketing Outcomes

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Key Measures Of Marketing Outcomes

Marketing activities may not produce an immediate effect on sales, revenue, or cash flow. However, this does not mean there are no effects or that the effects of a marketing activity cannot be measured.

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Branding: Just Ask...

Defining And Building Intangible Assets

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Defining And Building Intangible Assets

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Ron, a VP of Marketing in Indianapolis, Indiana who asks these questions about intangible assets.

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Brand Marketing

Marketing’s Role In Quality Of Life

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Marketing's Role In Quality Of Life

Marketers who already have an orientation toward creating value for customers in the markets they and their businesses serve can broaden understanding of that value by focusing more broadly on how marketing actions, products, services, and other market interventions contribute to improvements in the quality of life.

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Brand Management

The Value Proposition Defined

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Value Proposition Defined

At the heart of any successful business model is a set of customers who value and will pay for something the firm has to offer. This is the served market. The business model, and the business itself, should be defined by a statement of the value provided by the product or service offering of the firm. This statement is the value proposition.

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