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Would a rose by any other name smell as sweet? Would a Mac by any other name be as cool? Is Mac just another brand of PC, albeit with superior brand awareness and advertising? I asked several people this question over the past week and I can tell you, to the average consumer, everything is
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The negative aspects of your brand are just as important as the positive ones. Marketing missteps and managerial mistakes in the past should be embraced as learning opportunities, not errors. No company can ever be perfect, and forcing a squeaky-clean image of perfection on your brand can actually kill it – no one is perfect
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Finally, a metric for measuring the comparative equity in a brand name across markets, industries, and products. For years, people have talked about brand value and brand equity in difficult to define terms. Brand value was one of three things: 1) the current financial worth of a brand entity, 2) the future financial worth of