| Author: | |
| Title: | Getting the brand strategy right |
| Journal: | Admap
2004 : JUL/AUG, VOL. 39:7 (452), p. 15-16 |
| Index terms: | Brands Strategy Marketing |
| Language: | eng |
| Abstract: | The article is an introductory on two articles of the issue. 'A key tool of brand-building is the establishment of an appropriate brand identity that can be used to support and communicate the chosen positioning.' |
SCIMA