Brand strategy needs turning back to front

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.

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