BRAND (New) Thinking

Seroka, John; Love-Johnson, Michelle
February 2005
Mortgage Banking;Feb2005, Vol. 65 Issue 5, p92
This article discusses the concept of branding of commercial products. An enduring image and identity is the result of a variety of individual components that all come together to deliver a consistent, targeted message and image over time. Successful brands speak directly to a target audience, focusing on the specific needs and desires of a select group. Essentially, a brand can be developed to reflect a company, a specific product or service, or a complete family of products or companies.


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