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 ...

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

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 ...

The fourth strategy addresses the fragmented nature of digital discovery, where audiences may encounter personal brands through various entry points. Consistency in visual elements, communication ...

A launch campaign needs to quickly generate mass awareness to drive consideration and, ultimately, trial. Influencer-led brands have a built-in audience and established owned-media channels, with ...

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 ...