TITLE

Brand and Image Management Changing

PUB. DATE
May 2003
SOURCE
Financial Executive;May2003, Vol. 19 Issue 3, p11
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on changes in brand and image management. It states that a combination of a weak economy, mergers, shifting customer priorities, accounting scandals, and terrorist threats have caused significant changes in the methods that companies manage strategies for image and branding. It mentions that the Conference Board has noted six significant trends, including a shift in corporations toward philanthropic causes above and beyond financial performance, a shift away from trendiness and reassociating themselves with corporate heritage, tradition, and stability, research to find new applications and uses for existing products, and efforts to prove the value of branding in overall corporate success.
ACCESSION #
9654821

 

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