What's in a Name?

Leand, Judy
July 2006
SGB;Jul2006, Vol. 39 Issue 7, p4
Trade Publication
This article presents an editorial in which the author muses about the power of brands. She reports on how branding and image is a part of today's lifestyle. The author writes that she was at TaiSPO, an exposition of sporting goods equipment in Taiwan. She notes how many of the companies there focus more on research and design than on marketing. The author notes that if they were to direct more money to marketing, they would be a formidable opponent financially because of the quality of the products.


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