Skip to main content


Interview 1

What Is Employer Branding and How to Manage It?

The term "employer brand" was first used in 1990 by Simon Barrow, president of People in Business, and since then, there have been many different definitions in the last 30 years. During the last decade, employer branding, ie. employer branding has become a hot topic for many companies in the region. But being a topic within a company does not necessarily mean giving it priority or fully understanding what it is all about. In this text, we will try to explain what employer branding really is. How do we define the goals, what are the typical challenges, how to start the whole process and how to... … Read More »

Apple Inc. 1

Still the Most Valuable Brand: Amazon and Google Left Behind

Apple retained the title of the most valuable world brand in 2022 with 355 billion dollars. Its value increased by 35 percent compared to last year, according to a new report, reports Anadolu Agency (AA). "Behind Apple are Amazon with $ 350 and Google with $ 263 billion," according to the latest report from Brand Finance, the world's leading brand valuation consulting firm. … Read More »

Endorsement 1

Surprising Impact of Celebrity Endorsement

With celebrities promoting their products, brands can increase awareness and trust which are essentially changes in the purchasing and decision-making process. Consumers are more sympathetic to a brand if their product is promoted by a celebrity they admire. It's a simple psychological effect: people subconsciously think that buying a star promoted product by their favorite celebrity will make them imitate the celebrity, have similar desired traits and will facilitate attraction in life. They will associate celebrity success, beauty, athletic skills, etc., with a particular product. Goldmine... … Read More »