Brand Community to Brand Equity

I was previously asked to prove that community commitment is an attitudinal antecedent of brand advocacy (and brand loyalty), and is therefore fundamental to the ultimate goal of building brand

From Brand Ideals to App Purpose

To a certain extent, a manager can use brand ideals to directionally guide the brand’s efforts toward a consistent product and communication innovation. The same applies in the digital environment.

Brand Ideals: connecting content strategy to relational strategy and brand strategy

According to Stengel (2011), brand managers should be conceived as “business artists”, leaders whose primary medium is brand ideals. 

The scope of these business artists is to discover (or rediscover)

Brand Ideals definition: first step in your Branding Strategy

Marketing and corporate communications managers are often confronted with the need to anticipate market trends. In order to be at the cutting edge of innovation, they are often willing to

Social Media ROI to measure relationship quality? No, thanks

One of the major challenges for companies is to guarantee continuity of the relationship development process. Since priorities in companies can change quickly, while the relationships takes time to evolve,

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