| Author: | Goodyear, M. |
| Title: | Reviewing the concept of brands and branding |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 75-79 |
| Index terms: | BRANDS REVIEW MARKETING |
| Language: | eng |
| Abstract: | The concept of the brand is central to marketing and research and much research work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time. The author believes that we need to examine every brand from time to time to reassess its position and role so that its full potential can be profitably realised. The heyday of singular branding by means of an emotional appeal on television is of a limited duration, and manufacturers should review where their brand values lie and be prepared to reinforce them. |
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