For the Brand or Identity Professional

Alex Simonson is a best-selling author of a book on branding and is author of numerous articles on brand identity management and protection strategies (see publications).

He worked as a consultant for IBDC, a management-consulting firm, and regularly consults and conducts research on brand equity and identity management. His work on managerial ways to protect brands and to avoid litigation has been cited and discussed by the Harvard Business Review.

“The researchers note that...the stakes involved in protecting brands

are the highest imaginable…

“Consider this a heads up.”

Regina Maruca Fazio, citing work co-authored by Simonson

Harvard Business Review

Brand Research and Consulting

Dr. Simonson is called upon to provide consulting and research regarding brand strategy. He conducts various kinds of brand studies in determining strategies. These include

• brand equity and awareness studies
• brand personality measures
• brand extension viability
• brand leveraging and alliances
• brand expansion to New markets or media

Simonson’s work on branding has been cited in The Washington Post, Forbes, Forbes ASAP, Advertising Age, Women's Wear Daily, The Conference Board (Various Reports and Publications), Jack Morton & Co. (on Business Wire) – an Interpublic Group Company, Georgetown Business, Journal of Business Strategy, and The Forward. He has been interviewed on branding and marketing by NPR Morning Edition, FoxNews Channel and BBC Television.