Time to jump on the brandwagon?

Abstract

Brand perception, brand equity, brand awareness – the list is endless. Ask anyone in your organization to identify a strong brand and they will do so almost without thinking, citing names such as Coca‐Cola, Nike, Microsoft or McDonald’s. Then inquire as to what makes these brands so good and they will probably be able to list a few attributes. However, ask most people exactly what a brand is and responses will be considerably slower and less specific.

Citation

(2002), "Time to jump on the brandwagon?", Strategic Direction, Vol. 18 No. 10, pp. 5-6. https://doi.org/10.1108/02580540210793969