TITLE

It's the same, but different

AUTHOR(S)
Wood, Stuart
PUB. DATE
June 2006
SOURCE
Brand Strategy;Jun2006, Issue 203, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the important of using continuity approach for brand marketing. According to the author, it is important to define personality, the way a brand behaves, its attitude to time and place, to history and change. Establishing relevance for the consumer after defining attitude is needed.
ACCESSION #
21332064

 

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