A tale of two brand experiences
Article Abstract:
A narrative on brand experiences is presented. A professor cites two experiences which involve a famous international airline and a cruise ship. In those instances, the organizations' employees, or the people delivering the services, determined most of the brand experience. Airline's employees were described as unconcerned, while the cruise people were attentive and courteous.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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Measuring up?
Article Abstract:
Approaches to measuring the brands' and brand values for marketing and communication mangers in organizations are examined.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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Trash Trove
Article Abstract:
The effectiveness of the present branding concepts in marketing are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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