| Tekijä: | Levy, L. |
| Otsikko: | Brand aid for Britain (!Corporate advertising) (!Branding) |
| Lehti: | Management Today
1990 : SEP, p. 101-104 |
| Asiasana: | ADVERTISING ADVERTISING EXPENDITURE BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Against a background of an industry decline the amount spent on corporate advertising has rocketed. There is growing pressure for a company to be seen as a brand. If it doesn't pay the same attention to making its image harmonious as it does to the coherence of its individual brands, then it could be wasting valuable resources. If a company which is the target of a bid, does not advertise, the City may knock points off its share price. The term corporate advertising implies public advocacy, business-to-business and umbrella advertising. The worldbeaters in corporate ads are those with clearly defined, consistent and harmonious personalities. |
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