Building strong, better brands - Looking beyond the obvious! Integrating the crucial link in the framework

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs / motivations to brand choice into one holistic simple system.

Building Strong Better Brands — Looking Beyond the Obvious!

Integrating the crucial link in the framework

Sunando DasMarketing Science Centre – Asia, Research International Asia Pte. Ltd., Singapore.

INTRODUCTION

'The significant problems we face cannot be solved at the same level of thinking we were at when we created them' Albert Einstein

The founding stone of any marketing success of a brand lies in its positioning strategy – be it new brand positioning, re-positioning to take care of evolving market needs and competitive scenario or brand portfolio management. Developing an appropriate brand positioning and the cues or routes...

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