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| Author: | Hutton, P. |
| Title: | Brand energy: managing and understanding brands |
| Journal: | Admap
2004 : VOL. 39:3, p. 47-49 |
| Index terms: | Brands Energy Integration Marketing management Marketing research |
| Language: | eng |
| Abstract: | This article develops the case for holostic research into how brands are working. It discusses how managing the brand is a same thing as managing the business. It emphasizes the need for integrated strategies and how brands can be considered as energy which flows throughout the system that links the businesses and all their stakeholders. |
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