If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you

John Stuart, Chairman of Quaker, 1900

The intrinsic value of a brand resides in the consumer mind-space it occupies. Therefore, the Vertebrand approach blends both consumer-focused and financial-focused models. It uses a 360-degree format for evaluating brand performance – feedback from consumers/customers, channel partners, influencers, investors and other target groups. The methodology entails a step-by-step process detailed below.

 

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Communicating the brand of an education institute

While there is a trend of high-powered advertising by some education institutes, generally all promotions have generally been low key especially for institutes that cater to basic and professional education. Why is that? It probably stems from the basic values associated with an education institute. The underlying values underpinning this sentiment are the view that educationists are "sacred", "selfless" in the mould of the “Guru-Shishya" values.

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The shifting sands of Brand Research in India

Most companies that understand and perceive the brand as being central to their activities, base their decisions about the brand on rigorous and vigorous brand research. Yet many marketers and indeed even branding professionals find difficulty in differentiating Brand Research from Market Research. While they understand the importance and power of research in quantifying buyer demand, they are unable to perceive its role and importance in examining the customer's "brand experience". Brand research helps firms to define and understand customer expectations, evaluate whether they are being met and finally to explore how to exceed expectations.

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