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Consistency has been the second most important tenet of branding. The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence. This paper makes the case for redefining brand consistency and provides a new definition and approach to enhance brand value.
Consistency has been the second most important tenet of branding. The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit fro…