Abstract
Today, brands are of increasing concern to business professionals in the aeronautics and space sector, as well as being the subject of numerous surveys and research. Most of the time, brands are analyzed in terms of the consumer market. However brands are of major importance in the Business to Business field. Thus the different brand concepts and tools need to be examined from the two marketing perspectives. Vehicle of the company’s strategy, brands can be managed in very different ways in terms of brand name creation, visual or sound identity (logo, jingle) and slogan.
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Malaval, P., Bénaroya, C. (2002). Brand Management. In: Aerospace Marketing Management. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1065-9_13
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DOI: https://doi.org/10.1007/978-1-4615-1065-9_13
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