We are all familiar with Coca-Cola, Nike, Heinz, Shell and many other strong global brands. But what is a brand? Someone once described brands as a form of shorthand which buyers make use of when trying to cope with choosing from among a vast and growing number of products that the market offers them. This does not mean that a brand is the same as a huge logotype, a bold trademark or a big advertising campaign. These elements form part of the brand but they…

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