Better branding than advertising
Article Abstract:
Advertising messages develop customer interest and it is important that follow-up advertising can still hold the interest of the customers, with the task called "branding beyond advertising". Details on relationship marketing failures and ways on how to come up with effective branding beyond advertising are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2008
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Branding geometry: brand equity is still in the eye of the beholder
Article Abstract:
There is no consensus among marketing experts on brand equity. In spite of it, a spectrum of definitions towards brand equity, is presented, to reduce the ambiguity that exists with brands and branding.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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So you want to be a brand guru
Article Abstract:
The limitations of available brand knowledge in adequately explaining the processes of branding and actual working of brands are examined.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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