Brand image is a decisive factor for the success of a company. It influences how customers perceive your brand and whether they identify with it. To manage your brand image effectively, it is essential to measure it regularly. However, marketing managers face a number...
Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable...
Digital transformation exerts an ongoing influence on brand leadership. Companies will continue to succeed only if they can preserve their brand’s essence – while at the same time adapting to evolving contextual circumstances or pursuing their own visionary momentum....
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