Understanding brands : by 10 people who do

Abstract

Product brands are influential in the customer's perception of a company, and can greatly enhance the marketing image. This guide covers various issues concerned with brands, from brand definition and structure, through media planning and packaging, to aspects such as creativity and valuation.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 18 citations exist upstream.