Featured – Brand for Success

Most complete history of brands and branding

Pieter Steenkamp, PhD2023-11-14T07:52:35+02:00

It is beneficial for scholars of any field to understand the origin and evolution of their field of study. This article is Chapter 1 of our Services Brand Management book, courtesy of the authors. This article explores the history, evolution and renaissance of brands and branding. Because there is no clear consensus regarding definitions of [...]

Most complete history of brands and brandingPieter Steenkamp, PhD2023-11-14T07:52:35+02:00

How to create a brand strategy blueprint

Pieter Steenkamp, PhD2023-11-24T19:24:28+02:00

This "how to create a brand strategy blueprint" will be helpful for both an established brand that you want to take to the next level and to establish a new brand as a small business owner. It’s no secret that having a strong, well-defined brand is essential for any business. But how do you go [...]

How to create a brand strategy blueprintPieter Steenkamp, PhD2023-11-24T19:24:28+02:00

How to build an underdog brand: a brand management framework

Pieter Steenkamp, PhD2023-11-14T07:52:29+02:00

Today I'm going to show you exactly how to build and manage an underdog brand for success! In fact, this is the same framework we include in the Brand for Success workshop those who consider themselves underdog brands. This allows them to compete effectively against top dogs. The framework works, but there are specific things [...]

How to build an underdog brand: a brand management frameworkPieter Steenkamp, PhD2023-11-14T07:52:29+02:00