Abstract
When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.
Keywords
Business Area Petrol Station Brand Equation Brand Management Touch Point
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Preview
Unable to display preview. Download preview PDF.
Copyright information
© Andreas Bauer, Björn Bloching, Kai Howaldt, and Alan Mitchell 2006