TITLE

Brand management poised for change

AUTHOR(S)
Bergstrom, Alan J.
PUB. DATE
July 1997
SOURCE
Marketing News;07/07/97, Vol. 31 Issue 14, p5
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
17771343

 

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