Keep Your Brand Clean

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

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Overview: From the executive summary: ‘Branding experts agree that the essence of a brand is trust; it is especially true of the corporate brand. On the business side, corporate brands are supposed to indicate a safe place to invest money, and a good place to work and build a career. On the consumer side, strong corporate brands guarantee the reliability of products and services. While a brand represents strength on one hand, it is also vulnerable to unscrupulous behavior.’ The paper elucidates ways of keeping a brand image clean.

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Format: HTML | Date: Oct 2002 | Pages: 1

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