The Last Word: Forging the Brand

Abstract

We know their names, their slogans, the colors of their logos, even the shapes of their packages. Think of the curve of the Coca‐Cola bottle, the motion implied in the Nike swoosh. Sometimes their images linger long after the real thing is gone. Sure, there's more than one way to make a brand indelible. The question is, what does a company do with a brand after it makes its mark?

Citation

(1997), "The Last Word: Forging the Brand", Journal of Business Strategy, Vol. 18 No. 3, pp. 64-64. https://doi.org/10.1108/eb039861