Comment Building a brand

Jan Ward

Journal of Brand Strategy, 2016, vol. 5, issue 2, 126-131

Abstract: How do you build a brand that encompasses your vision for your company and then maintain its longevity? This comment piece explores the practicalities of establishing a strong, recognisable brand that is nurtured and respected throughout the company. Using good and bad examples of wellknown household names and the journey of how one company, Corrotherm International, has built and fostered its own brand globally.

Keywords: values; identity; character; vision (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3356/download/ (application/pdf)
https://hstalks.com/article/3356/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:2:p:126-131

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().