A View On The Future of Branding

Topics:
Brand Management
Tags:
Brainbench,
Branding,
Marketing
Source:
Brainbench

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Overview: The traditional perception of branding has been shortsighted and has cast brands as being cynically manipulative. This is due to an overly skewed attention to one group of stakeholders, namely shareholders. It is time for brands to prove their worth to consumers, their guidance to employees and business partners and, because of these activities, their value to shareholders. The paper describes why branding may be in peril and what are the implications for branding.

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Format: PDF | Size: 105KB | Date: Apr 2002 | Pages: 5

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