TITLE

Another Shibboleth Bites the Dust

AUTHOR(S)
Schultz, Don E.
PUB. DATE
January 2007
SOURCE
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p12
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses product brands and branding. Because brands are so vague, marketers are forced to experiment when creating them. Common questions that are addressed when creating a brand include what personality the brand has, what it conveys "seminotically," the message put across by the brand's typeface and colors, whether the logo is masculine or feminine, and what kind of animal the brand would be. The unscientific nature of these questions often makes it extremely difficult to create a successful brand, causing huge expense for many companies.
ACCESSION #
24109681

 

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