Budgeting For Brand Outcomes
Don SchultzNorthwestern University and Targetbase Marketing International
INTRODUCTION
There is little question the brand will be the primary asset and corporate value of most commercial organizations as they enter the twenty-first century marketplace. As technology takes away the benefits of product differentiation, distribution systems, pricing and even promotion, more and more organizations will rely on their brand and the relationships those brands create with their customers as their primary tools to build sales and profits.1Yet, in spite of their value, surprisingly little is known about how brands are developed, built and maintained....