Brand Equity

Beyond the cookie jar: An Oreo masterclass in building ubiquitous brand power

In bustling kitchens and bright cafés around the world, including Nigeria’s fast-developing...

Brand equity influences sales effectiveness

Brand equity influences sales effectiveness. In a bid to make sales, the way consumers...

Brand equity is an intangible that’s worth real money

When the original Arthur Andersen shuttered in 2002 after facing a criminal indictment...