Branded with suspicion

Rich, Tim
August 2002
Design Week;8/1/2002, Vol. 17 Issue 31, p10
Trade Publication
Deals with the research project that collected views of marketing and brand professionals on the subject of misunderstandings, mismanagement and misalignments in corporate branding. Definition of brandgap; Aim of the research; Attitude of the public toward the practices of branding and identity; Reasons for the negative reaction to the brand word.


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