Marketing and Research Today (May 1993)

Date of publication: May 1, 1993

Author: ESOMAR B.V.

Abstract:

The concept of the brand is central to marketing and research and much research work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time. The author believes that we need to examine every brand from time to time to reassess its position and role so that its full potential can be profitably realized.

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