Understand Your Brand

Podcast von Rob McLean

This podcast will discuss brand development as it applies to marketing communications.

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Understanding Brand Assets - How Coke and The Gap learned the hard way.

Brands are the sum total of all assets that they have accumulated to this point - all impressions, perceptions and expectations that people have about a product, a company, an organization, or an individual will form the foundation for its brand. Understanding which assets form this foundation is essential for future brand development efforts.