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Brand Equity

Twinkies -- A Sweet Brand

Anne Zeiser | Posted 09.17.2013 | Media
Anne Zeiser

Why has Twinkie become the ever-surviving cockroach of unhealthy snacks and desserts? Because of its almost-unparalleled brand equity. Despite trends toward health-conscious foods or gourmet expressions of guilty pleasures, the Twinkie is a brand master.

Back to the Future: Remastering the Timeless Art of Brand Engagement

Tom Doctoroff | Posted 08.16.2013 | Business
Tom Doctoroff

A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.

How to Build Social Brand Equity by Giving It Away

Beverly Macy | Posted 08.27.2012 | Business
Beverly Macy

I'm often asked how to create big brand equity. My best answer is "give it away."