The power of branding: Revisiting an “old friend”
Branding is a key strategic tool used to create awareness, reputation and build the organisation’s image. Marketers consider brands as carriers of values, and the development and implementation of branding strategies and programmes have lately expanded to include more than the traditional corporate,...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2003-03-01
|
| Series: | South African Journal of Economic and Management Sciences |
| Online Access: | https://sajems.org/index.php/sajems/article/view/3332 |