Building a Brand Identity -- and Maintaining It

Browne, Michael
August 2005
Convenience Store News;8/8/2005, Vol. 41 Issue 10, p29
Trade Publication
This article presents information on methods used by companies to build and maintain a brand identity. Wendy's International Inc.'s restaurants endured a public relations nightmare when a customer claimed she had found a fingertip in Wendy's chili. In a session on "Re-Energizing and Re-Establishing Brands," Chevron Corp.'s Paul Casadont talked about the lesson of Wendy's crisis-management situation. Companies spend a lot of time, money and effort establishing their brands, and yet the success of any one brand is extraordinarily precarious. 7-Eleven Inc. has launched a new series of TV spots focusing on 7-Eleven as a brand, and not on particular products available there.


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