Articles

Competition of Brands - Or of Business Models ?

J.-N. KAPFERER

Advertising Age

2007, vol. 78, n°9, pp.16

Départements : Marketing


The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture*BRAND choice*BRAND name products*CORPORATIONS -- Growth*MARKETING*PRODUCT management


JavaScriptSettings