Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.
In an era where politics often overtakes the best cared-for brands, how do responsible stewards prepare their organizations to navigate ideological consumers?
As addressed in this Ipsos Flair report, Thailand is a country in mourning but it’s also a place where the prospect of hope and renewal exists, despite a weak economy.
Many studies have shown no link between sales and click through rate, yet according to eMarketer it is one of the top 5 ways in which advertisers and publishers evaluate native mobile ad campaigns. Marketers need to be clear on their desired brand impact and the role of communications to help achieve this.
The many definitions for Brand Equity cover similar ground.
The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand’s current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the “net present value of the profit stream management expects the brand to generate through time.”
Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.
There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.
Brands exist in a constantly changing world and, at the same time, human behaviour is undergoing a revolution – which makes it challenging to manage a brand. In the end, in order for brands to grow they need to attract more people, more easily and more often. Yet, how can you ensure that more people will buy your brand more often and more easily?
Companies around the world are increasingly interested in upscale consumers. This growing interest isn’t just among luxury brands, but increasingly extends across many categories and price points. The challenge, however, is a shortage of actionable, reliable information about higher-end consumers on a global scale. When studies are available