Branding

As a brand owner, PR professional or marketer, you’ve likely heard the term “brand equity” before. But what exactly does it mean? While you may not be able to define it off the bat, chances are you know more about brand equity than you realize. For example, are there some products where only one name comes to mind? If asked what your favorite soft drink is, what is the first name you think of? The brand that popped into your brain is the one that holds the most brand equity…

In today’s hyper-connected world, brand mentions — the modern age’s version of word-of-mouth — have emerged as a compelling barometer of your company’s brand reputation and visibility. They’re more than just customers name-dropping your product. They’re powerful indicators of your brand equity, status, and health. The meaning of brand mentions is also evolving along with digital transformation. So, let’s talk about what brand mentions are, why they’re important, and why you need to take a deeper dive into what they really mean in order to stand out in the overcrowded digital…

Keeping Ahead of the Curve: Understanding Media Monitoring Knowing what people think and feel about your brand is invaluable, and media monitoring can help do just that. Media monitoring enables strategic communications and marketing teams stay informed about what people say about their company, products, services or competitors and respond to that feedback more effectively. In a way, it allows you to be the proverbial fly on the wall. While traditional media is still a powerful marketing tool, new media, especially social media, is where people are learning about brands and being…

You meet somebody that catches your eye. It could be their smile, their style, or their personality; you may even be attracted to their conviction and passion for something. You ask for their number. You text them that night (because calling at this stage is kind of lame), you flirt and get to know each other. Is this person a wacko? Does s/he fit my values? First, a coffee date, then a dinner. A movie. Over time, along with consistent and quality effort, you are in a committed relationship and…

At the recently held 2014 PR Newswire Summit, GE China Director of Brands & Communications Li Guowei (known by his colleagues as “brother-in-law Li”), shared an analysis of the predicament and challenges around branding that is confronting multinational corporations. With examples from GE China’s corporate communications efforts, he also talked about the transformative opportunities at multinational corporations with B2B businesses, shedding light on the possibility of reshaping the future for multinational corporations in transformation. [caption id="attachment_2414" align="aligncenter" width="300"] Li Guowei, Director of Communications & Brand, GE Greater China speaking at…