Growing From the Top

Bender, David M.; Farquhar, Peter H.; Schulert, Sanford C.
March 1996
Marketing Management;Spring/Winter96, Vol. 4 Issue 4, p10
Corporate advertising can play a vital role in providing customers with a reassurance of product quality and a promise of trusted service. Customers consider the products and services of highly respected corporate brands ahead of even superior competitive offerings. By clearly demonstrating the returns from corporate advertising programs, marketing managers should be better able to secure the investments now that will ensure future growth and profits. Like trees, corporate brands grow from the top.


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