Emotional and military branding

Abstract

“What’s in a name? That which we call a rose by any other name would smell as sweet …” Juliet may have been right when she uttered these noble words, but then again Romeo and Juliet did not live in a world where Nike, Sony and IBM rule supreme. Nor did the military offensives (to combat the feuding Montagues and Capulets) in Verona have names such as “Just Cause” or “Enduring Freedom”. Marketers have known for a while that the power of a brand lies in more than the product or even the explicit promise it makes, and this is where naming, memory and emotions all come into play.

Citation

(2002), "Emotional and military branding", Strategic Direction, Vol. 18 No. 10, pp. 12-15. https://doi.org/10.1108/02580540210793996