The 5 Dimensions of Brand Definition in Strategic Brand Planning

Many companies start from humble beginnings and grow organically without any solid plans for brand development. As these companies reach a certain point in their growth, they often come to realize that, in order to break through to the next level, they must proactively define their brand. Without taking this important step, these companies risk [...]

The Online Brand Experience: Nature And Dimensions

With the advent of Internet the marketing communications environment has changed profoundly and there is a recognised need of continuous conceptual addition to the existing branding theory. Some authors pronounced the advent of the “experience economy” and the “experience marketing”, while others have taken more extreme postmodern stance and have denied the validity of the [...]