Brands Archives - IMM Institute

Brand Equity: What is it really?

Brand equity, Brand value, Brands, Customer loyalty, Marketing / IMM Editor

Comprehending and crafting brand equity is vital for every business intending to make it big and expand. This blog will define brand equity, the parts that make it up, and its important role in any branding project. As a strategic branding coach or simply a branding aficionado looking to learn more about the subject, the online short course on Strategic Brand Management by the IMM Institute is one of the best and explains how making brand equity take centre stage in your brand strategy can result in business success.

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Brands Who Cheated the Fundamentals: Biggest Brand Fails of 2024

Brands, Fail, Marketing, Trust / IMM Editor

In the year 2024, many big and popular brands have come under fire owing to expensive blunders that they committed themselves to. Insensitive messaging and disregard for privacy highlighted a failure to follow basic marketing principles. These mistakes served as a clear warning of the serious damage that can occur to a brand’s reputation when it strays from fundamental values. Today, where consumer trust is fragile and digital backlash swift, these brand failures offer valuable insights into the importance of consistency, transparency, and customer-centricity.

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The Psychology of Colour in Marketing: How Colours Influence Consumer Behaviour

Brands, Colours, Marketing, Psychology, Social Media Marketing / IMM Editor

Marketing is more than simply adding visual elements to adverts because the selection of colour also has a psychological impact on consumer behaviour, perceptions and even loyalty towards a brand. For marketers and creatives, it is very important to know how to make the most of the use of colour and its psychological effects.

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South Africa’s Iconic Brands: A Heritage of Excellence

Brands, Marketing / IMM Editor

New technologies, like the expansion of the internet and artificial intelligence, have given marketing the wings to change as drastically as it has in recent years. Many marketers and companies have had to adapt and change, but despite this, companies and brands that are older and more established have been able to not only survive

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