Brand Management (e-bog) af Singh, S. D.
Singh, S. D. (forfatter)

Brand Management e-bog

2921,57 DKK (inkl. moms 3651,96 DKK)
Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to ...
E-bog 2921,57 DKK
Forfattere Singh, S. D. (forfatter)
Udgivet 30 juni 2012
Længde 283 sider
Genrer Agriculture and farming
Sprog English
Format pdf
Beskyttelse LCP
ISBN 9789354117503
Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. It is an approachable and readable text for students at all levels, from postgraduates to professionals retraining.