Harvard Business Review on Reinventing Your Marketing (Harvard Business Review Paperback Series) by Harvard Business Review

Author:Harvard Business Review
Language: eng
Format: mobi
Publisher: Harvard Business Press
Published: 2011-04-11T16:00:00+00:00

The brand makes use of and coordinates a full repertoire of marketing activities to build equity. Have you chosen or designed your brand name, logo, symbol, slogan, packaging, signage, and so forth to maximize brand awareness? Have you implemented integrated push and pull marketing activities that target both distributors and customers? Are you aware of all the marketing activities that involve your brand? Are the people managing each activity aware of one another? Have you capitalized on the unique capabilities of each communication option while ensuring that the meaning of the brand is consistently represented?

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