More than Cool

Schultz, Don E.
May 2006
Marketing Management;May/Jun2006, Vol. 15 Issue 3, p10
This article focuses on brands, their ability to positively affect firms financially, and corporate management treatment of brand names in advertising. Brand investment and expenditure has become an increasingly important topic to corporate executives because of a brand's proven ability to help build business. However, the author criticizes the management of brands by these executives because of a lack of basic brand development. He discusses the rising trend of using aesthetic updates as a way of managing and enhancing brands, instead of focusing on consumer loyalty and product diversification.


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