Can Habitat and Chelsea score with their names?

Strategic Direction - 2005

Tóm tắt

PurposeTo emphasize the importance of branding and the dangers in misunderstanding the consumers’ attitude towards brands.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThe days are long gone when brands were merely names given to products so you could tell them apart from others. So long ago, in fact, that we're already living in an age when the brand is often more important than the product itself. Brand recognition, brand awareness, brand extension are all issues which play their own particular, but all‐important, roles in today's businesses.Originality/valueTo understand how brands become part of a culture, to utilize the implications of this and to take it into account when marketing products.

Từ khóa


Tài liệu tham khảo

Hiscock, J. (2004), “Habitat's midlife crisis”, Marketing, 12 May, pp. 32‐4, ISSN: 0025‐3650.

Thomas, D. (2004), “Chelsea plays the global game”, Marketing Week, 15 July, pp. 24‐7, ISSN: 0141‐9285.

van Gelder, S. (2004), “Balancing act”, Marketing Business, February, No. 126, pp. 23‐5, ISSN: 0954‐1543.

Thông tin
Thông tin xuất bản

Strategic Direction

Thông tin tác giả