Foreword
Russell W. Belk
Professor of Marketing; Kraft Foods Canada Chair in Marketing; York University, Toronto, Canada.
Loveable Hello Kitty meets Evil Ronald McDonald
In the following pages you will find an exciting introduction to strategic management and development of brands in a digital age. Yet as the first chapter discusses, brands themselves are thousands of years old. This suggests that there is something about branding that serves a very useful purpose in commerce. Successfully branded products and services can command a premium price, enhance consumer loyalty, facilitate the introduction of new items sharing a family brand name, instantly register in the consumer’s mind with a brand symbol or logo, help extend a brand’s accumulated ...
Get Strategic Brand Management and Development now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
