Competition of Brands - Or of Business Models ?

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.

Keywords: BRAND name products; PRODUCT management; MARKETING; CORPORATIONS -- Growth; BRAND choice (search for similar items in EconPapers)
Date: 2007
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Published in Advertising age, 2007, 78 (9), pp.16

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00781527

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