Brand strategy needs turning back to front
Martin van Mesdag
(Halliday Associates, Burnham‐on‐Crouch, UK)
3095
Abstract
Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of brand compatibility, brand personality, brand naming and exploitation of a brand.
Keywords
Citation
van Mesdag, M. (1997), "Brand strategy needs turning back to front", Marketing Intelligence & Planning, Vol. 15 No. 3, pp. 157-159. https://doi.org/10.1108/02634509710165966
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited