Out of the Shadows
Author: Mitchell, Alan
Source: Journal of Marketing Management, Volume 15, Numbers 1-3, April 1999 , pp. 25-42(18)
Abstract:The notion of Brand Reality marks a qualitative break in thinking about branding. Companies successfully applying the concept will discover that in comparison, former approaches to branding were but pale shadows of the real thing. But to do so they must clear two major hurdles. They must unlearn some deep assumptions about brands and branding, including how strong brands are built, how they add value, and what it means to get 'close' to customers. And they must allow the light of new brand thinking to penetrate new areas of their business.
Document Type: Research Article
Publication date: April 1, 1999