THE STRATEGIC ROLE OF BRANDING IN BUSINESS SUCCESS How Brand Identity Can Be Developed
Date Submitted: 09/10/2006 00:44:38
Category: / Business & Economy / Marketing and Advertising
Length: 14 pages (3903 words)
Category: / Business & Economy / Marketing and Advertising
Length: 14 pages (3903 words)
Abstract
This coursework seeks to demonstrate how branding fits into a company overall business activities, and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity. Within the confine of the Urde's Brand Orientation model, the author uses the car brand- Jaguar to elucidate how brand identity is developed.
BRANDING
Whether we are willing to admit it or not, brands help us define who …
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Yastrow, S. (2003), "Brand Essence". Retrieved: March 5, 2005, from http://yastrow.com/brandcafe/archive/110801_brand_essence.asp
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