Brand Equity

Godfrey Adejumoh takes helm at Diageo as Head of Corporate Relations for West and Central Africa

Godfrey Adejumoh  has taken  helm at Diageo as Head of Corporate Relations for...

More market share, more problems? rethinking the growth game

“Market share” often takes center stage in strategy presentations and boardroom...

Marketing budgets are bouncing back, but at what cost?

After years of economic contraction, the marketing industry now sees a cautious confidence...

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...