Quite expectedly, the e-commerce and tech fuel in during the pandemic, the aviation, hotels and restaurants face rather tough times - this inevitably reflects the brand valuation. Looking at brand value breakdown by country, US and Chinese brands dominate the Brand Finance Global 500, together accounting for two-thirds of the total brand value in the ranking.
Since 2015, in the Edelman Trust Barometer, trust (truth) has been present in every title of the report. Coincidence? Certainly not. And the pandemic only brought out for the mass of people in an impossible-to-look-aside-visibility "the bankruptcy of the information."
Leading for the companies is always the vision, the purpose of an organisation to exist. To achieve the vision, a business strategy is prepared, specified in the corporate goals. The contribution of achieving these goals for solving specific business problems is measured by the performance indicators.
Kevin Lane Keller explicitly emphasises that marketing does not work with quality per se, but with the idea of perceived quality. This perceived quality is formed by two main correlations - what it costs me for what I get, and what I get compared to the alternative options. The best tool for working with our customers' perceptions of quality is the management of expectations.
The continuous technological disruption and the ease and speed on information sharing online have created an environment where disinformation flourishes and challenges the content editors and monitoring teams of media outlets and networks.
The 2019 edition of the European Communication Monitor report was presented at the European Communication Summit in Berlin, outlining the recent and most important trends and challenges for communications professionals at all levels.
One of the keys to success is mixing the informal and formal information and the communications channels. This includes clear introduction of new team members and all individual responsibilities, empowering the managers, starting the design process ...