search query: @author Keller, K. / total: 4
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| Author: | Keller, K. |
| Title: | Brand mantras: rationale, criteria and examples |
| Journal: | Journal of Marketing Management
1999 : APR, VOL. 15:1-3, p. 43-51 |
| Index terms: | MARKETING MANAGEMENT BRANDS MANAGEMENT |
| Language: | eng |
| Abstract: | In this paper, the authors consider how marketing managers can benefit from the concept of a "brand mantra". They examine how brand mantras relate to brand positioning and a related concept, "core brands associations". The authors' focus is on how brand mantras can be used to improve internal brand management. The authors consider design and implementation issues in term of characteristics of good brand mantras as well as process issues in developing brand mantras. |
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