Branding: More than burning an image in the mind

Gitomer, Jeffrey
March 2007
Long Island Business News (7/1993 to 5/2009);3/2/2007, Vol. 54 Issue 10, p22A
The article expresses the author's view on the real meaning of branding. The author shares that in today's marketplace, brandmakers want to get their product marked on the mind of the consumers and keep it there. However, the author advised that just because one remembers the brand does not mean one will also have to buy the brand. He added that the problem rests with marketing and advertising people. He suggests that branding should be likeable, believable, attractive, friendly and more.


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