Managers expect that introducing a new product under an existing brand name can reduce introduction costs, lower the risk of failure, and increase firm profit. However,...
When a purchase is difficult to justify — like buying an overpriced bottle of water at the airport, cigarettes or candy — consumers pay with less-trackable...
Prior research has shown they are more memorable and make it easier to trademark and find related domain names. They may also help convey the brand...
The most-clicked ads had a clear recipe made up of four ingredients. They were short, used familiar and informal language, and had big ad buys keeping...
While marketing messages must weigh various elements—including content, images, and choice of channel—language is one of the most critical aspects of effective communication.
While every business is different, all strive to maximize resources and time to generate the best ROI. Entrepreneurs in industries ranging from real estate to consulting share...
Here are best practices to help business owners predict, prepare and protect themselves from potential risks throughout the season.
Just one of the 17 brands under the Cebu-based and family-owned Pages Group, Lantaw Floating restaurant aims to create a dining experience similar to a tranquil...
With MSMEs comprising 99.5% of business enterprises in the Philippines, the need for them to adapt to the changing market and increase their reach is more...
“What’s new here is that we designed our model so that customers walking down an aisle they normally peruse will notice products they will likely be...