1 What Is Branding?

John M. Murphy

Chapter 1 in Branding: A Key Marketing Tool, 1987, pp 1-12 from Palgrave Macmillan

Abstract: Abstract Since the earliest times producers of goods have used their brands or marks to distinguish their products. Pride in their products has no doubt played a part in this. More particularly, by identifying their products they have provided purchasers with a means of recognising and specifying them should they wish to repurchase or recommend the products to others.

Keywords: Branded Product; Brand Personality; Brand Extension; Brewing Industry; Risk Avoidance (search for similar items in EconPapers)
Date: 1987
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DOI: 10.1007/978-1-349-08280-3_1

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