Effective Branding More Than Just A Name
- Topics:
- Brand Management
- Tags:
- Association,
- Brand,
- Branding,
- Marketing
- Source:
- Prophet
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Overview: This paper discusses about the state of branding today and the step executives need to take to protect their brand equity. A company name serves as a trigger or shortcut for consumers, evoking a group of perceptions about the company. It is important to think about all these associations and to spend time, effort, and money making sure that these associations are created in a compelling and effective manner. The paper discusses five steps to build a strong brand.
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Format: PDF | Size: 1,830KB | Date: Jul 2002 | Pages: 4
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