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Tag Archives | brand strategy

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The Thinking Behind Building a Small Brand

Even if just one customer wants it a second time, it’s no longer small.  Being someone who believes in this strongly, the title is keeping in mind the market forces. So, please, only think of a brand as small or large when it is bared out on a spreadsheet or when the calculations are done. […]

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BAV

Brand Strategy 101. How Can You Make Your Brand Stronger?

Based on research with almost 200,000 consumers across 40 countries, the ad agency Young & Rubicam developed a Brand Value framework called the Brand Asset Valuator (BAV).  BAV is based on one of the most extensive research programs on branding ever conducted. Here is the essence of BAV.  Brand Value can be measured by applying understanding and […]

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Five Strategies to Improve Your Brand

Before I discuss the five strategies to improve your brand, perhaps I should address what it means to improve a brand and why you would want to.  To improve a brand means to increase its value.  The value of a brand can be quantified by the market value of a company (total shares of stock outstanding x the […]

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Everything You Need to Know about Brand Licensing

Pete Canalichio is an expert with over 20 years of global experience in the areas of Brand Strategy and Brand Licensing, working with brands such as The Coca-Cola Company and Newell Rubbermaid. Recognized as a leading expert he is frequently asked to speak at branding and licensing conferences and leading business schools globally. His firm […]

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