Brand Management: Speed Dialing Through Association

Topics:
Brand Management
Tags:
Brand,
Brand Management,
Branding,
Marketing,
Pratt
Source:
Pratt’s Hollow Advisors

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Overview: From the executive summary: ‘A brand is an identity. It imparts information through association, symbolizing what the product or service is, and/or what its primary characteristics are. A brand is a form of speed dialing, connecting the consumer immediately to pre-formed conclusions.’ The paper examines this issue.

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Format: PDF | Size: 230KB | Date: Jan 2003 | Pages: 14

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