The Future of Branding

Klaus Morwind

Chapter 18 in Branding: A Key Marketing Tool, 1987, pp 176-183 from Palgrave Macmillan

Abstract: Abstract As noted in earlier chapters, several trends external to the branded goods industry are likely to have an important impact upon its development: the increased globalisation of industries and products, the advent and growth of the services industry and, particularly in advanced Western societies, a move awav from manufacturing industry.

Keywords: Purchase Decision; Brand Loyalty; Global Company; Store Brand; Correct Communication (search for similar items in EconPapers)
Date: 1987
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DOI: 10.1007/978-1-349-08280-3_18

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