Brand attributes are key words and phrases that describe Hope College as it is and aspires to be. This language is used to be clear and relevant to the college’s key audiences: Key messages, which are ...

A brand is the total of all the experiences anyone has with Hope College. It is different for each person, whether they are a student, alum, faculty, staff or donor. Brand messages, which are based on ...

Your team’s on-field performance might be what dominates headlines – but it’s not the only consideration for sports brands looking for long-term growth. Building an emotional connection with both fans ...

Researchers from Georgia Institute of Technology, George Mason University, and University of North Carolina – Chapel Hill published a new paper in the Journal of Marketing that examines how six brand ...

Chart above from The Hartman Group's “Brand Ambition: Food and Beverage Private Brands & Beyond” report. When it comes to choosing grocery products, attributes are bigger motivators of consumer ...

Brand Equity is the special or premium value attached to a brand and its products. It is based on the consumer’s perception and trust that they have in the brand. It is associated with a brand’s name ...