1. Brand Equity:

80% of product impact comes not from the core product itself, but from the intangible marketing assets of the business.

2. Brand Strategy:

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

3. Brand Positioning:

Effective branding can elevate your business into something unique, instead of being just a commodity among many similar others.

4. Brand Management:

This is a hot topic at the minute, and a lot of high profile commentators and companies feel it is here to stay. Applying the right model of brand management is key to a successful business.

5. Brand Innovation:

While some brands score high in equity across one or two components, real staying power comes from being exceptionally innovative across the board.

6. Brand Insight:

The intention is to focus on the importance of market research in assessing brand positioning and validating new market opportunities. In the same time, revealing why findings obtained from most market research could be unreliable.

7. The Living Brand:

When consumers talk about brands, they are really talking about the experience those brands create. The continuity in establishing a distinct brand experience is essential, it what differentiates your business from your competition.