Tag: Brand Recall
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When it comes to extending your brand, gaining awareness is less than half the battle
In previous blogs we have commented on the validity and practicality of applying the MASB Brand Investment and Valuation model. In those articles we focused on the value the brand derives from cash flows from existing offerings. But what about potential future cash flows from planned brand extensions not yet launched – both within existing…
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Clarity or Contempt: What Does Familiarity Breed? A Look at Branding Cues
A continuing advertising campaign can bring instant recognition to a brand’s communications. In an era in which consumers are drowning in commercial messaging and in which a thirty second advertisement is considered long, this could certainly be considered a benefit. However, we are all familiar with the adage “familiarity breeds contempt”. Can a continuing campaign…