Are you really a ‘brand’?

Based on research in the U.S. and UK, Robert Passikoff, president of Brand Keys Inc, suggests a new continuum for brand categorisation.

Are you really a 'brand'?

Robert Passikoff

Today everybody from clothing designers to celebrities claims to be a 'brand'. It seems it's the latest cool thing. Announcements of new 'brands' fill time on shows like Access Hollywood and Entertainment Tonight, but ultimately the products and services must face the realities of the marketplace – and the consumers – if they are to survive. Questions – even unarticulated ones – are raised by consumers: Are you a brand? What do you have to offer? How are you different from others in the category? How are you better?...

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