Articles

Why are we prepared to pay extra for an iPhone when there are cheaper alternatives that are functionally as good – if not better? Why will we pay more for shoes adorned with the Nike swoosh, or sunglasses featuring the Gucci...

One is an Italian heritage brand with strong global recognition, a limited consumer base and a small number of brand extensions. The other is an American digital giant with strong market penetration, a huge consumer base and...

Luxury brands have typically shown success, regardless of the economic climate. During the 2008 recession, luxury brands on the whole didn’t suffer as much as mid-range ones did. Now, though, they are exhibiting a new growth...

When it comes to brand valuations, there are generally two varieties. The first examines consumer sentiment, opinion and perception of a brand. The second looks at various factors contributing to brand reputation or value lik...

We are living in an age in which measurement is top of every marketer’s agenda. It’s no surprise that even in the design world, clients are becoming much more analytical about the value of rebranding. Whether it’s measuring a...

In a world where consumers are inundated by brands offering similar products and services, it’s difficult to rise above the competition. Simplicity is the answer according to Siegel+Gale, a global brand strategy firm, who say...

How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...

For the 2015/16 football season, the Barclays Premier League was won by Leicester City FC. Considering that, as recently as December 2015, the odds based on its likelihood were 5...

At most branding events, there is a creative buzz in the air. The creative brand agencies are the ones that are celebrated for the development of strong visual identities and inspiring values. However, It was interesting to a...

Powerful and valuable brands are the driving force of a successful market economy. However, the contentious and unpredictable nature of capital investment calls for a need to evaluate these brands on a yearly basis – and asse...