Brand management poised for change

Bergstrom, Alan J.
July 1997
Marketing News;07/07/97, Vol. 31 Issue 14, p5
Trade Publication
This article focuses on the importance of brand management in marketing. The traditional view of branding has been one of execution; that is, increasing consumer awareness of a company's products. Brand management is not just a marketing function but one that is more central to the entire strategy and core business. The real power of a brand is clear and consistent presentation of the brand character at every moment of encounter, be it initial advertising, a customer service inquiry, a repair or product servicing, ongoing communications, or product presentation at point-of-sale. INSET: MARKETINGLESSON.


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