Author: Paul Stobart
Put simply, a brand is the difference between a bottle of sugared, flavoured, fizzy water and a bottle of Coca-Cola. It is the sum of the functional and emotional characteristics, both tangible and intangible, that a consumer attributes to a product or service. These characteristics are embodied in a name, trademark, symbol, or design, or any combination of these.
(5 page electronic summary from Bookbytes.)
(Publisher: Bookbytes) |
