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Brand Management

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.

Brand Management

Brand Transparency Must Be Strategic

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Brand Transparency Must Be Strategic

In times or situations where there are low levels of trust, transparency becomes very important.

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Brand Management

How A Founder’s Mentality Propels Brands

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How A Founder’s Mentality Propels Brands

Despite their many differences, most companies that achieve sustainable growth share a common set of motivating attitudes and behaviors that can usually be traced back to a bold, ambitious founder who got it right the first time around.

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Brand Management

Brand Awareness vs. Purchase Funnel Awareness

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Brand Awareness vs. Purchase Funnel Awareness

Over 100 years ago, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracts consumer attention to the point of action or purchase.

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Brand Management

FEAR: The Ultimate Brand Builder?

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FEAR: The Ultimate Brand Builder?

Plenty of companies have built their brands on promises based on addressing fears – the needs for protection, for reassurance, for status, for achievement, recognition and so on – in a world where so many of those things are portrayed as being at risk.

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Brand Management

4 Mistakes Brands Make About Human Behavior

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4 Mistakes Brands Make With Human Behavior

Recently, University of Chicago professor Richard Thaler was awarded the Nobel Prize in Economics for his work on the decision-making habits most people are prone to when it comes to making purchase decisions.

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