How do brands create value?

Article Abstract:

Measurement of brand equity is important for an organization's estimation of its market position. A model of brand value creation called "brand value chain" is designed to help the marketers keep track of their brand promotion. The first step in this chain is the investment in the market program, next is its impact on customer mindset. Finally, the brand performance is estimated to indicate the shareholder value. Factors like, program quality, market place and investor sentiment moderate the chain processes.

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Got advertising that works?

Article Abstract:

Advertising plays a vital role in sales promotion. A case study of California Milk Processor Board (CMPB), which has developed oGot Milk?o campaign along with its ad agency Goodby, Silverstein & Partners, to increase the milk sales in California is presented. Guidelines to advertising and communication efforts of a company, irrespective of the brand promoted are provided for success of a business.

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Branding shortcuts

Article Abstract:

Building brand is a cost and time consuming process. In a market where consumers have many alternatives and investors are in a rush to take their profits, marketers have to consider alternatives like leveraging secondary associations and choosing the right brand elements to highlight.

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