Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Brand building in the 1990s

Brand building in the 1990s Claims that the time has come to consider how to apply marketingprinciples and practices in an increasingly competitive and rapidlychanging environment. Argues that as it becomes increasingly difficultto sustain a comparative advantage over competitors it will becomeincreasingly important to position organizations as brandsin the minds of actual and potential customers. Examines the nature ofbrand building and methods for building company brand and concludes thatbrand building provides the organization with limitless possibilitiesfor growth. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Brand building in the 1990s

Journal of Consumer Marketing , Volume 8 (4): 10 – Apr 1, 1991

Loading next page...
 
/lp/emerald-publishing/brand-building-in-the-1990s-0Yx0xNpriM

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110035144
Publisher site
See Article on Publisher Site

Abstract

Claims that the time has come to consider how to apply marketingprinciples and practices in an increasingly competitive and rapidlychanging environment. Argues that as it becomes increasingly difficultto sustain a comparative advantage over competitors it will becomeincreasingly important to position organizations as brandsin the minds of actual and potential customers. Examines the nature ofbrand building and methods for building company brand and concludes thatbrand building provides the organization with limitless possibilitiesfor growth.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 1991

There are no references for this article.