Here is a practical guide to using everyday market signals to shape a brand that is grounded in strategy, responds to the ...

Management needs to endorse and set the direction of the ... There are numerous types of brand image metrics, ranging from brand awareness and recognition to brand positioning understanding, to brand ...

A study has identified 24 human drivers that influence how your brand is perceived and how it should be positioned Why do some brands ‘feel’ better than others? Since the invention of positioning as a ...

Effective brand positioning begins with understanding ... and a deep understanding of change management. It’s a challenging journey that demands a different mindset from the one needed to ...

Positioning has long been a linchpin of any branding campaign, but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a ...

New Delhi: The Aditya Birla Group has announced a shift in its brand positioning. The Aditya Birla Group’s brand positioning has evolved over time. Initially, it focused on “Taking India to ...