TITLE

Investment in brand pays large dividends

AUTHOR(S)
Church, Warren
PUB. DATE
November 2006
SOURCE
Marketing News;11/15/2006, Vol. 40 Issue 19, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
23088759

 

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