Your company’s brand informs these “goodwill” components. A report by the Marketing Accountability Standards Board reports that brand value contributes 19.5% to the enterprise value of a ...

Overlooked Brand Components—Every Touchpoint Counts, Especially These. by Elaine Fogel. save. One of the most misunderstood marketing concepts is branding. People often think of it in terms of the ...

Defining the concept of ‘brand’ can be elusive. I’ve rarely heard two people agree on what the word means. To some, brand and a company’s tag line or slogan are one and the same.

Daniel Kohlstaedt, managing director and founder of PurpleLeaf Strategy, outlines the key elements brand planning platform technology must have to help brand teams optimise their strategies ...