Different customers may perceive one and the same product or service in different ways. A customer’s perception of an offering may even deviate from what the producer or service provider or marketer had intended. This may cause serious problems in today’s attention economy. Everybody is exposed to more and more diverse information than ever before. […]
By Dr. Dan Herman Allow me to shorten for you an old but not outdated joke. A new divorcee, first-hand from an advertising professional, asks her new partner, a minute before getting into bed together, to be gentle with her because she is still a virgin. “But you were married…” the man wonders. “Yes” the […]
by Jerry W. Thomas What is a brand, and why do brands matter? What is brand equity or a brand franchise? And how do you measure and manage brand equity to maximize profits over the long term? Let’s first explore the notion of a brand and speculate about its origins.