What's in a name? (brand name management): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on February 1, 1997. The length of the article is 2785 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The brands of a company are important strategic assets. They are considered the most valuable financial asset of any organization, given that huge amounts of dollars may be leveraged, legally protected and sold within the identity of a brand. A brand embraces a number of elements, including name, positioning, trademark, trade dress and messages communicated about the brand. Companies that want to develop brand authority and create a brand asset management plan should look at their strategic brand identity options. The six branding options are monolithic, variations on a theme, shared or dual, endorsement, conditional and decentralized.

Citation Details
Title: What's in a name? (brand name management)
Author: Elinor Selame
Publication:Bank Marketing (Magazine/Journal)
Date: February 1, 1997
Publisher: Bank Marketing Assn.
Volume: v29 Issue: n2 Page: p15(6)

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