Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of brand compatibility, brand personality, brand naming and exploitation of a brand.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jun 1, 1997
Keywords: Brands; Brand names; Customers
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