Aaker -- Expand the value perception of your brand
The value perception of any brand can be expanded by bringing out the functional, emotional and self-expressive benefits says David Aaker, brand guru and a professor at Hass School of Business,

Forget brand conversion, push brand commitment
In the battle between conversion and commitment -- stick to the latter. For while it might be a brand-eat-brand world, can one really look for the conversion of a committed consumer, one who is really hooked on to a brand?

Consiglio -- Companies must get ready for online advertising
The Internet as a technology is likely to have an impact as great as the printing press or the industrial revolution, believes Greg Consiglio, managing director, AOL Asia Ltd.


  Understanding the neural brain behind the brands
  The Menon mantra -- Don't stretch a brand beyond its capacity
  MTV -- Experiencing the Enjoy! of non-traditional brand-building
  Brand Talk