Building a strong brand can be thought of as a sequential series of four steps, where each step is contingent upon successful completion of the previous step: We’re long-term subscribers to WARC and ...

In recent years, customer equity (CE) has emerged in the marketing area as a key metric of Customer Relationship Management (CRM) performance. Some studies (Berger et al., 2006; Gupta et al., 2004; ...

Brand equity is built on that customer's direct experience with your product or service ... The good news is that with ubiquitous broadband access and Web-based applications, it is within every ...

This is where the notion of performance branding comes into play as it sits at the inersection of brand and marketing, where ...