More than a feeling
Article Abstract:
An increase in the number of brands causes brand clutter and this makes it tougher for consumers to reach a decision and for companies to compete. Potential impact of brand initiatives can ensure customer loyalty, which is more than just a feeling, as it results in getting translated into dollars and cents.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 2003
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Prescription for recovery
Article Abstract:
Many reputed companies were selling medical products under their own brand names but made by the contract manufacturer Pan Pharmaceuticals. Recommendations are presented by which these companies can salvage their reputation and customer relationship after the Pan Pharmaceuticals scandal.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 2003
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Set the 'bees' to work: want to create a buzz around your brand? Hire a swarm of good talkers
Article Abstract:
Buzz marketing is a marketing strategy designed to create excitement about a particular product or service and generate word-of-mouth recommendations. The different forms in which Australian companies use buzz marketing to woo consumers is discussed.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 2004
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