Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Walk your talk: Building a more empathetic brand for stronger customer connections
There’s a common misconception about building a brand: that brands are outward-facing masks companies wear to sell more stuff. If you want to market yourself as environmentally friendly, for example, all you have to do is slap a green label on your products and add some copy about using recyclable materials, right? Okay, but what […]