Creating a new brand image is a challenging but crucial task. Here's how to go about it. When starting a business, entrepreneurs typically focus on creating an effective brand name. However, they must ...

Defining strong brands; how brand images drive brand equity. Ever since David Ogilvy focussed attention on the concept of brand image in the 1950s, marketers have struggled to come to grips with the ...

Cadillac rival Jaguar is beginning a large-scale rebranding, moving the iconic British luxury brand further upmarket ...