VALUE INDICATOR: FROM BRAND TO CHARACTER

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 9 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 153-167 from World Scientific Publishing Co. Pte. Ltd.

Abstract: From our discussions on the PDB triangle model, namely positioning–differentiation–brand in the previous chapters, we establish how PDB is at the core of marketing. The relationship between positioning and brand is defined by “identity”, meaning it is positioning that gives identity to the brand so that it is more than just a name or logo without meaning. If a brand succeeds in developing a clear positioning, the next step is to develop a concrete differentiation to support it…

Keywords: Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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