Building the new basics of branding

May 2000
Advertising Age;5/15/2000, Vol. 71 Issue 21, p40
Trade Publication
Presents an excerpt from the book `Breaking Compromises,' edited by Michael J. Silverstein and George Stalk, Jr. How traditional brands have been under attack; Concept of total brand management; How to maximize synergies across a brand portfolio; How to strengthen the brand through innovation; Examples of 'brandnet' companies who have become powerful images in consumers' minds.


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