People often say that brands and the reputation they convey are difficult to value and some even dismiss them as worthless `froth’ that distracts from the hard metrics of profit and sales. The case of Volkswagen and the emissions scandal shows a hard-learned lesson on the real value of a brand.  The company’s share price dropped by 35%, wiping around

There have been many occasions where we have seen a seemingly unprecedented amount of money spent on a marketing campaign. Anything from using a celebrity endorsement to gimmicks, TV adverts and everything else that goes alongside a typical ad campaign including a PR and the use of social media. But the one thing that demonstrates a campaign’s success and a return