TITLE

Is your brand ready to pass marriage test?

AUTHOR(S)
Chevron, Jacques
PUB. DATE
June 2000
SOURCE
Advertising Age;6/19/2000, Vol. 71 Issue 26, p58
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the development of consumer loyalty to brand name products. Need for emotional involvement between the consumer and the brand; How advertising can provide information about physical attributes, style and character of the product; Consistency in brand communication; Reference to a July 22, 1985 article in 'Advertising Age' by the author.
ACCESSION #
3222830

 

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