In today’s competitive marketplace, it is no longer sufficient for firms particularly small and medium-sized enterprises (SMEs) to offer a product or service alone. Building a brand is essential for ...

Is it trust in the product itself? Or is it trust in the people behind the brand, whose personal brand gives us confidence in the products they put their name behind? Personal brand and product ...

This also applies to the job description of marketing executives; they now have to become brand managers instead of product managers. But what’s the difference? While product managers ...