BRANDING - BRAND MANAGEMENT ARTICLES PAGE 1

11/13/2019· Branding - Brand Management

Consumer Brand Confusion: When Might Consumers Confuse One Brand for Another?

By: Brent Coker, PhD

One common disgruntlement brands have against other brands is similarity. In the courts, brands argue that another brand is too similar, and that this causes confusion whereby consumers may believe there is an affiliation between the brands.

10/24/2017· Branding - Brand Management

Brand Valuations: Identifying the Opportunities and Challenges

By: Brian Buss

Based on our knowledge of and ability to analyze and value businesses, valuation professionals are uniquely positioned to provide valuable information to business owners and managers regarding the financial value of their brand assets. In other words, how a company's brand assets are contributing to the company's overall financial performance. This "Special Issue" of The Value Examiner is intended to kick-start the discussion on brand valuation by identifying the opportunities and challenges in completing brand valuation assignments for our clients.