Monday, June 7, 2004

The Brand Mindset

Good book. Genuine brands are:
  • internalized sum of impressions
  • distinctive position in minds eye
  • perceived functional and emotional benefits

    • Business Expertise (Doing things right)+
    Brand Expertise (Doing the right things) =
    Optimum Brand Equity
    http://www.amazon.com/exec/obidos/tg/detail/-/007134795X/qid=1086713868/sr=1-1/ref=sr_1_1/103-8364830-6977448?v=glance&s=books
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