Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step: We’re long-term subscribers to WARC and ...

Nike's recent strategic pivot back to brand building sends brands an important signal about the limitations of relying too ...

In recent years, customer equity (CE) has emerged in the marketing area as a key metric of Customer Relationship Management (CRM) performance. Some studies (Berger et al., 2006; Gupta et al., 2004; ...

NUEKPEBuilding brand equity can help to increase awareness and boost recognition to grow sales and profits long-term. Focusing on customers and how they perceive your brand can allow you to develop ...

You can use many metrics to measure your brand equity, including brand awareness, associations and loyalty, customer lifetime ...

CSG’s insights show that successful CX leaders don’t just deliver good experiences; they prove how those initiatives make money, save money and increase brand equity ... their efforts on the customer ...