Brand Integration: A Tough Nut To Crack
- Topics:
- Brand Management
- Source:
- Landor Associates
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Overview: This article highlights the concept of Brand integration. Brand integration is considered a tough nut to crack, but it does not have to be. Integration does not mean ensuring that logo and end line are always the same. It is a result, not a process. When customers have a coherent experience whenever and wherever they come across brand, one has achieved integration. The various aspects which have been discussed with respect to brand integration include: it is about ideas not instructions, it is about delivery, not strategy, it is about the brand one see and not the brand one say. Thus, the concept of brand integration plays a very role in brand management and is considered as one of the instrumental tool.
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Format: PDF | Size: 697KB | Date: Jan 2003 | Pages: 2
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