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Key reading

Brand love

Best Practice: How to use brand models

This Best Practice paper analyses what brand models are for, examines different types of brand models, and provides a checklist of how to use them in practice. Models discussed include Brand Pyramid, Brand Onion, Brand Bull's Eye, Brand Maps and Brand Key.
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Making the case for investment in brand

A step-by-step guide to current approaches of valuing brands, with advice on valuation principles.

Brand meaning: Decoding the signs

How semiotics can be used to ensure that intended brand values are being communicated correctly.

Stephen King's 'What is a brand?'

This classic text looks at the history of brands and key factors in a brand's success.

Brands' emotional connection

Measuring consumers' emotional links with brands – and the value of these relationships.

Latest articles

New conjoint approaches to scaling brand equity and optimising share of preference prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

A mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Relating brand equity and customer equity: An exploratory study

Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies.

How Harley-Davidson embraced older buyers

This event report shows how Harley-Davidson, the motorcycle manufacturer, drove growth among both older and younger consumers at the same time.

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