The first strategy is commonly known as a house of brands. In large markets, companies often launch many small brands to gain ...

Discover what a master brand is, its advantages and disadvantages, and see real-world examples like Virgin and Coca-Cola. Learn how they shape brand strategy.

Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Discover how the Brand Potential Index (BPI) evaluates potential market reach, integrates BDI and MDI, and informs ...

To cut through the clutter and win wallet share, brands must become craveable by delivering an “I gotta have that” experience. The Fast Company Executive Board is a private, fee-based network of ...

The dialogue between customers and brands is being thrust ever deeper into the realm of branded content and digital engagement. Although these terms can be cliché and therefore difficult to define, we ...

Cultivating a personal brand can help advisors stand out in a competitive landscape. The most successful businesses understand the value of a highly recognizable, trusted brand image for attracting ...

Part of any successful business is a successful digital marketing strategy. Creating a strategy is one thing, but the execution is just as important, if not more. But with the digital landscape ...

Managing your brand’s reputation is a balancing act. Companies must be constantly poised to both respond effectively to crises and proactively build consumer trust. In my last article on common ...

A store brand, often referred to as a generic product, is manufactured or acquired by a retailer for exclusive sale to consumers. Store brand examples include anything from jars of pickles to ...

With an estimated two million licensed real estate agents in the US, it’s never been more important to stand out in a memorable way. When you meet someone in person, that’s easy — you’ll win them over ...