Discover how the Brand Potential Index (BPI) evaluates potential market reach, integrates BDI and MDI, and informs advertising strategies for successful branding.

Nominations open Q1 2026 for prestigious recognition program that honored 400+ organizations across 23 industries and 60+ ...

The construction industry is increasingly shifting from traditional word-of-mouth referrals to digital marketing strategies.

Language is supposed to illuminate meaning, but it doesn’t always work that way. As usage evolves, definitions become unmoored, and different people start using the same word to mean entirely ...

Before a company can earn a reputation as one that consumers love to do business with, people first have to learn that it exists and recall its unique attributes. Of course, while building awareness ...

PBS connects with hundreds of millions of Americans through stories that matter to our lives. Our brand is designed to reach millions of Americans anytime and anywhere, as we have for more than 50 ...

Forty years ago, there were only a handful of truly “global brands” and they were made up of only the biggest corporations — Coca-Cola, PepsiCo, Colgate-Palmolive, IBM, Shell. Then a rash of upstarts ...

If you've ever seen "Mad Men," you'll know that New York's Madison Avenue is the birthplace of modern advertising. That's where many of the most colorful and eye-catching brand mascots were birthed, ...

Generic drugs contain the same active ingredient as their brand-name counterparts. However, they usually cost much less than the brand-name version. Before the Food and Drug Administration (FDA) ...

Most Americans are unhappy about the cost of drug prices. In 2016, the U.S. spent $450 billion on prescription drug costs, and spending is projected to increase to $610 billion by 2021. Even though 90 ...