Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
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 […]
A public relations crisis can ambush a business at any time, entangling it with some pretty sinister repercussions. Social media backlash, enduring embarrassment, and a reputation in ruins can add up to catastrophe. In an instant, brand reputations painstakingly built over time—and often at great expense—can be diminished beyond repair. Let’s face it: In today’s […]