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Author Topic: UL Brand Failures - Matt Haig  (Read 2462 times)

Offline anurag08

UL Brand Failures - Matt Haig
« on: December 20, 2007, 09:45 AM »
Brand Failures - Matt Haig

Extract From the book :

Brands may have helped companies such as McDonald?s, Nike, Coca-Cola and Microsoft build global empires, but brands have also transformed the process of marketing into one of perception-building. That is to say, image is now everything. Consumers make buying decisions based around the perception of the brand rather than the reality of the product. While this means brands can become more valuable than their physical assets, it also means they can lose this value overnight. After all, perception is a fragile thing.

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