A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

The best B2B marketing and branding strategy is to position your company as the go-to authority in your space. This means ...

An effective brand strategy creates clarity and unity within an organization, guiding internal perspectives that ultimately ...

Learn 6 ways to developing an authentic personal brand online that attracts opportunities aligned with your expertise and ...

How do you use your personal brand to attract new opportunities and collaborations? We asked industry experts to share the ...

suggesting how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing. Just in case you missed ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...