When starting a business, entrepreneurs typically focus on creating an effective brand name. However, they must also begin crafting a cohesive brand image to establish their company’s personality and ...

Brand image is more than a logo that identifies your business, product or service. Today, it is a mix of the associations consumers make based on every interaction they have with your business. Most ...

Having spent most of my 25-year career helping tech startups build strong brands, it’s incredibly rewarding to watch relatively unknown companies become the leading voices in their industry. But these ...

Investopedia contributors come from a range of backgrounds, and over 25 years there have been thousands of expert writers and editors who have contributed. Robert Kelly is managing director of XTS ...

Brand equity expresses the value of a brand to consumers beyond strictly physical assets, and as a commercial property. Defining strong brands; how brand images drive brand equity. Ever since David ...