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Tag: brand equity

Creating Advocates: A Values-Oriented Approach to Developing Brand Loyalty

Creating Advocates: A Values-Oriented Approach to Developing Brand Loyalty

A maniacal dedication to authentic purpose is what separates the strong from the weak in the competitive brand landscape.

By Michael Crooke, MBA, PhD and Craig Wilson
Marketing
Secondary Meaning in Trademark and Trade Dress Law

Secondary Meaning in Trademark and Trade Dress Law

This article, the second in a series focused on trademarks and trade dress, details the doctrine of secondary meaning and its ramifications for businesses.

By David Scalise, JD, Alexa Koenig, JD, MA and Brandon Carr, JD
Business Law
2010 Student Paper Winner: Using Social Media to Grow Your Business

2010 Student Paper Winner: Using Social Media to Grow Your Business

Businesses can best benefit from social media by having a good overall strategy and knowing how to listen, participate, and measure results.

By Areg Bagdasarian, MBA and Steffanie Tamehiro
Marketing
Pepperdine | Graziadio Business School

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