Trash Trove

Schultz, Don E.
September 2006
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p10
The article discusses product brands and branding. Traditional views for brands come from three sources: brand practitioners, who created brands, brand academics, who have studied brands, and brand consultants, who have been involved in successful brands. Most brand research is biased towards the agenda of the particular group that the researchers identify themselves with, with few offering "true brand knowledge," according to the author. The truth of the matter is that marketers still do not know much about how brands work and affect the mind of the consumer.


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