For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as...

Attempts to describe some of the forces which, from a marketing perspective, drive and shape the pharmaceutical industry. The industry is of massive importance to the UK economy and rarely a day goes by without mention in the press of the activities of the leading manufacturers – Glaxo,...

For the majority of consumer goods businesses, brands are the engine of profit. Many companies now acknowledge the importance of their brands by including reference to their value in financial reports and, with increasing frequency balance sheets. Yet the “brands on the balance sheet” debate...

The name is at the core of a brand's personality, symbolising the sum of the attributes that make up the brand and quickly become synonymous with the satisfactions that the brand delivers. In view of this, it seems ironic that the name is frequently the one element of the brand which, prior to...