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Alan Kaplan Brand building should be an essential part of the growth of all organisations. As various components of brand equity, (such as awareness, salience, brand loyalty and advocacy) strengthen, they impact positively on brand performance and on future discounted cash flows, which in turn, enhance the financial value of the brand. This has positive […]
Alan Kaplan One key element in the creation of successful brands is the ability to augment a core product or service with additional and distinctive values that distinguish it from competition. Whilst many SME’s focus on functional values, far fewer develop brand values that are less easily copied, like emotional and expressive values of optimal […]
Posted in: Branding
Leave a Comment (0) →Alan Kaplan As we have emphasised in previous posts, brands are potentially a substantial source of income and value to organisations. Brand names chosen at either organisational or product levels can serve as a strong signal to customers and other stakeholders and, as a consequence, a well crafted brand name can enhance the prospect of […]
Posted in: Branding
Leave a Comment (0) →Alan Kaplan SME owners start a business for many reasons. For some, the financial potential is the primary motivator, whilst for others lifestyle, or a passion for a particular activity, may be the primary driver. Many, particularly in these times, start a business because they are unable to find suitable employment. Whilst some SME owners […]
Posted in: General Business Topics
Leave a Comment (0) →Whilst some SME’s perform extremely well from the outset, a significant proportion either go out of business in the first few years or experience considerable difficulties. This article sets out to list some key areas that are responsible for some of these difficulties and to provide useful insight and advice. Lack of expertise and market […]
Posted in: SME
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