Month: July 2018
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Becoming Brand-Driven: A Cure For What Ails You
The key difference between the terms “brand management” and “management” is the term “brand.” Here, we use it to refer to the intangible value added by the customer’s feelings toward the organization–a combination of awareness, trust, loyalty and positive identification. While visual and verbal symbols matter (the logo and the tagline), they are only a limited expression of…
Management Excellence 