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Making sense of branding - and how to make an enjoyable Brand

Making sense of branding - and how to make an enjoyable Brand

Wilson, Jonathan (2015) Making sense of branding - and how to make an enjoyable Brand. The Marketeers. pp. 85-89.

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Abstract

Everyone is talking about branding and talking in brands – and why not?! I mean of all the areas of business it seems to make sense to focus on your brand. If you get it right, then your product or service offering stands out and it can command a premium. If you get it really right, then it weatherproofs your activities from recession, it can allow you to carry over equity and brand currency into new product lines and markets, and your brand may just become a word that enters the dictionary as a new verb or noun – to google or wiki, iPads and Hoovers… By the end of this article I want you to associate one keyword with brand-building: celebration.

Item Type: Article
Uncontrolled Keywords: Branding, Brands, Brand Theory, Brand Culture, Stakeholders
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 14 Oct 2016 09:37
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/14852

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