Television advertising is a powerful tool for any business. It allows you to reach a wide audience and create brand awareness in an effective and…
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Consignment Sales: Definition, Advantages and Disadvantages
A consignment sale is a business transaction in which one person (the consignor) gives objects to another person (the consignee) for selling purposes. The consignee,…
Brand Journalism: Definition, Importance and Examples
What is Brand Journalism? Brand Journalism refers to a type of marketing that focuses on creating content that looks, feels, and reads like traditional journalism….
Commercial: Definition, History and Types
A commercial is a form of advertising that allows businesses to promote their products or services on television, radio, or the Internet. Commercials typically last…
Oligopoly: Definition, Characteristics, Types and Examples
The characteristics of an oligopolistic market structure include interdependent decisions, a kinked demand curve, and competitive behavior among firms. Interdependence means that each firm takes…
Market Structure: Definition, Features, Types And Examples
Market structure is a concept in economic theory that classifies firms based on the types of goods and services they sell (homogeneous or heterogeneous) and…
Brand Differentiation: Definition, Examples, Steps and Importance
What is Brand Differentiation? Brand differentiation is the creation of a brand identity that differentiates the brand from other brands in the market. Brand differentiation…
Book-To-Bill Ratio: Definition, Examples and Calculation
What is Book-To-Bill Ratio? Book to bill ratio is the ratio of orders received to the orders shipped to measure the demand and supply gap…
Perishability | Definition, Importance and Uses in Industries
Perishability refers to the property of certain products and services that makes it impossible to store them for sale at a later time. This means…
Top 10 Largest United States Companies in 2023
In this article, we discuss the largest companies in the United States in 2023. We have done extensive research to get the revenue and Market…
The Five Brand Pillars: Examples and How to Build one?
What are Brand Pillars? Brand pillars are the core values that guide and inform a brand’s identity. They provide a foundation for all of the…
Leveraging Secondary Brand Associations to Build Brand Equity
Leveraging secondary brand associations is a way of associating with another entity or brand to help you build brand equity, expand into new markets, and…
Brand Mascots: Definition, Benefits, Tips and Examples
What is a Brand Mascot? A Brand Mascot is a character that is used to represent a company or product. Brand mascots can be human,…
Brand Packaging: Definition, Steps, Usage & Examples
What is Brand Packaging? Brand packaging is the process of creating and designing the packaging for a brand that includes branding elements such as a…
Brand Hierarchy: Definition, Types, Models and Examples
What Is Brand Hierarchy? Brand hierarchy is the organizational structure of a company’s brand portfolio. It outlines the relationships between a brand’s different elements, and…
The Brand Value Chain
What is a Brand Value Chain? A brand value chain is a framework that helps businesses understand how value is created, delivered, and captured within…
How to Manage Brand Equity?
What is Brand Equity? Brand equity is the brand-perceived value that a company has built up over time. This value is based on positive customer…
The 12 Brand Archetypes Explained with Examples
What are brand archetypes? Brand archetypes are universal symbols or characters that help create a brand identity and convey brand values as a persona. By…
What is Brand Development Strategy? 17 Strategies Explained with Steps
What are Brand Development Strategies? Brand development strategies are the key elements that define your brand’s purpose, values, and personality. Brand development involves a combination…
What is a Brand Bible and How to Build One?
What is a Brand Bible? A Brand Bible is the definitive source for a company’s brand design, treatments, and fundamentals. Brand bibles are essential to…
Individual Branding: Definition, Examples, Strategies & Tips
What is Individual Branding? Individual Branding is the process of creating, developing, and promoting a brand identity that is uniquely associated with an individual product…
What is a Brand Deck and How to Build One?
What is a Brand Deck? A brand deck is an overview of your entire brand, typically including visuals such as logos, colors, fonts, and imagery…
13 Amazing Brand Identity Examples
What is Brand Identity? Brand identity is a unique set of characteristics that distinguish one brand from another. Brand identity includes visuals such as logos,…
Points of Difference (POD): Definition, Types and Benefits
What are Points of Difference? Points of difference are the unique characteristics that distinguish a product or service from other competitors in the market. These…
What are Branded Keywords and Why they Matter to your Brand?
What are Branded Keywords? Branded keywords are terms that include the branded name (or variation of the brand name) of a company, product, or service….
Brand Knowledge: Definition, Examples, Elements and Importance
What is Brand Knowledge? Brand knowledge is recognizing and understanding the features, benefits, and value of a brand’s products or services. Branding helps customers form…
What is Brand Licensing?
What is Brand Licensing? Brand licensing is the process of renting or leasing an intangible asset such as a brand name, logo, or other elements…
Brand Partnership: Definition, Types, Steps and Tips
What is a Brand Partnership? A brand partnership is a strategic collaboration between two or more companies that mutually benefit by leveraging each other’s strengths…
Warehousing: Definition, Types, Process and Functions
Warehousing is a crucial part of the supply chain process that provides a storage facility. Warehouses are used to store goods and materials, improve the…
Branding Questionnaire: 30 Questions to Build One
What is a Branding Questionnaire? A Branding Questionnaire is an invaluable tool for helping your business define and understand its brand. It asks questions that…
Market Intelligence: Definition, Types, Advantages
What is Market Intelligence? Market intelligence is the set of processes and activities used to track, collect, analyze, and interpret information about a given market….
Top 10 Auto Insurance Companies in the World in 2023
Insurance companies are a blessing in disguise as they offer financial protection against damage or loss to both individuals and properties. We live in a…
Perception in Marketing: Meaning, Stages and Examples
When building marketing campaigns and strategies, it’s essential to comprehend the idea of consumer perception. Understanding how people may interpret your message can go a…
STP Marketing: Segmentation, Targeting and Positioning
The STP Marketing Model can be utilized for assessing how you communicate the advantages and worth of your product to various segments and enhancing your…
What is a Hard Sell? Definition, Steps, Tactics & Examples
Hard Sell is a type of sales technique that is characterized by high-pressure selling tactics. This approach is often used when the goal is to…
10 Marketing Challenges and How to Overcome Them?
Every business deals with marketing challenges of some kind. A comprehensive marketing plan and careful analysis are needed to identify efficient strategies to connect consumers,…
Retail Industry: Overview, Trends, Activities and Challenges
The retail industry refers to all those businesses that engage in the sale of goods and services to customers. It includes various types of stores…
ATL, BTL and TTL Marketing
In the field of marketing and advertising, there are three main activities: Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL)….
What Is Inventory Management? Benefits, Challenges and Tips
Inventory management is an important part of every business’s operations. It helps expand a business’s capacity for growth and profitability, as well as provides a…
What Is a Marketing Plan? Types and How to Write One
A marketing plan is a pivotal document or guideline for any business or organization to remain competitive and thrive. It lays out the strategies, tactics,…
