The reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.
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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