The Advantages Of Brand EquityBrand equity is an abstract element that many companies and agencies attempt to quantify. Brand equity is the strength of the hook or the level of sway a brand holds in purchase decisions. By Sheldon De Sousa , in Product Management , at December 17, 2020
Google’s Strange Hardware Naming ConventionsGoogle's brand architecture is unconventional. That motif applies to their product naming conventions. Could it backfire? By Sheldon De Sousa , in Brand Management , at September 7, 2020
How To Reposition The CompetitionIn an already complicated market space, positioning your product can be a very difficult task. Finding uncontested ground is similar to finding a needle in a haystack. By Sheldon De Sousa , in Brand Management , at October 9, 2019
3 Elements Critical To Brand SuccessWhether you're a start-up, a small business, an entrepreneur or a large organization, ensuring that these 3 elements are incorporated into your brand strategy, will serve you well. By Sheldon De Sousa , in Brand Management , at October 1, 2019
Top 5 Branding Blunders Of 2018.Businesses should always have a contingency plan in place when building a marketing campaign. It's best to steer clear of political, religious or cultural sensitivities. In doing so they must avoid taking sides in controversies that could leave the target audience split. By Sheldon De Sousa , in Brand Management , at May 28, 2019
Measuring Brand Awareness.A brand awareness study is a powerful tool that measures how familiar the target audience is with your brand. The objective is to gauge brand performance and its relation to competition. By Sheldon De Sousa , in Brand Management , at May 10, 2019
Common Branding Mistakes.The size of your business does not exempt you from pitfalls. Global business houses are just as vulnerable as smaller local ones. Remember the Kendall Jenner "Black Lives Matter" Pepsi commercial? By Sheldon De Sousa , in Brand Management , at April 3, 2019
Brand Portfolio Architecture – How They Get CreatedA brand portfolio is simply the grouping of brands owned and managed by a single company. Without a formal framework for how brands place in the portfolio, confusion tends to prevail. By Sheldon De Sousa , in Brand Management , at March 22, 2019
How To Organize Your Brand Portfolio?A brand portfolio is simply a collection of multiple brands that co-exist under a single organization. Portfolio structures offer clarity on how those brands are organized and deployed to cover various targeted products, markets and audiences without overlap. By Sheldon De Sousa , in Brand Management , at March 17, 2019
Art Of Naming A Brand.A brand name much like your own is something you have to live. The more marketing effort placed behind it, the more entrenched it becomes and more difficult it is to retract or revise. By Sheldon De Sousa , in Brand Management , at March 14, 2019