Investment in brand pays large dividends

Church, Warren
November 2006
Marketing News;11/15/2006, Vol. 40 Issue 19, p21
Trade Publication
The article discusses the idea of a brand being more than just a product or a corporation but also an extension of one's self. The article asserts that self confidence and an emotional investment in the product should be tied in with the brand being sold, and by putting the ideas together, brand equity is created with consumers. By being a leader with consumers, corporations can reap the benefits and savings by not having to advertise or put their products on sale to try to get consumers.


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