Your company name should have a common thread that leads to the core of the business. When this isn’t taken into consideration often mistakes are made. The same marketing energy that you use to develop your business name needs to flow throughout all integral parts of your business.
Your business name means everything when it comes [...]

From: Laura Schneider, Your Guide to Marketing (http://marketing.about.com/)
You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.
Let’s start off by reviewing the formal definitions [...]

Elaboration can make the identity less ambiguous and thus more useful as a guide to brand building programs. The 4 categories of exercises are:

The audit of identity supporting programs reviews the substance behind the brand identity aspirations.
Identity role models are actions and programs that communicate the brand.
The development of visual metaphors provides another way to [...]

Sponsorship has the potential to contribute to brand building in a variety of ways, several of which are unique to sponsorships. The primary goal is usually to create exposure for the brand and to develop associations. Three other brand building benefits however, can be relevant to the selection and evaluation of sponsorships. Connecting the brand [...]