In our collective experience in marketing, no topic has seemed to cause as much confusion as branding. People routinely throw out terms like “brand,” “brand equity,” “branding” and “brand strength,” ...

Brand equity is difficult to define and challenging ... but Carhartt stayed relevant as the definition of “working class” evolved. The young, inner city demographic gravitated to the brand ...

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what ...