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Branding overview for non-marketers
http://stevebyrnemarketing.wordpress.com/branding-article/
The purpose of this paper is to quickly inform non-marketing executives about what a brand is and what branding does. The hypothesis is that everything related to branding will fall within one or more of its three components: territory claimed (position), story & personality conveyed, and proposition (promise). A fully developed brand will have harmony between its three integrators. A branding effort that ignores any one of the three can cause it to underperform, never realizing its true potential. For example, having a terrific brand personality without making a clear territorial claim relative to competitors' brands can limit brand longevity.
 
Posted By: SteveByrneBranding on 12/13/2007 1:32 PM (CST)
Special Features: This is a quick read.
Where: USA
How Much: Free

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