Freedom from functions
Article Abstract:
Integration of brands and branding along with the process of marketing is the concern of all organizations. A holistic approach towards brand development, called "brand integration diamond", where we have marketing and the human resources of the organization on the both sides diamond, for further support. In the same process we have information technology developing the processes and systems for the marketing and the HR to promote the brand image.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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Another shibboleth bites the dust
Article Abstract:
This article examines the branding concepts used by marketers to establish their brand image. The personification approach applied in brand management for inferring people's feelings about a brand is discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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A clean brand slate
Article Abstract:
Perfect utilization of marketing methods can achieve brand value. The need for the innovative methods to improve brand value is examined from the consumer perspective.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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