What is a brand? More importantly, who owns a brand? A company? Its customers? Or someone else altogether? These are questions that more and more CEOs are asking themselves, as single missteps place brands--and the companies that rely upon them--at risk. ...

Just how important is a brand? Everyone knows the recipe for a successful brand includes carefully defining what your business represents and delivering a consistent customer experience every time. Whether your business is fast food or residential cleaning, your brand says, "This...

"Hennessy has had a long standing connection with music and has found an exciting way to continue that connection and overlay new advertising," says John Santos, Hennessy's brand manager. "The Urban Movida events will bring the energy and attitude of the underground trends into the...

To help the pharmaceutical industry combat drug counterfeiting, IBM is launching an electronic pedigree system Thursday that tracks medications through the supply chain until they reach consumers.The system employs radio-frequency identification, or RFID tags, which are already used to track packages of drugs, especially ones...

An analysis of West Jet Airline's brand management strategies.