Brands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?
Read MoreHow to price a luxury right? The dilemma is that too much means that potentially no one (or not enough people) will buy. And a too low price means not enough profit and may endanger the perception of luxury. Classic pricing methods don't work well for luxuries. Expertise and tools are needed.
Read MoreCorporate brands need brand equity, too. In fact, typically equity building for corporate brands is much more challenging than for product or service brands. Benefits of a sharply positioned corporate brand can include a higher company valuation by investors and shareholders, ability to attract and retain better talent and a higher appeal to consumers.
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