Above the line advertising. It is still a key tool for building brands

No sensible person would argue with the idea of 'integrating' marketing activity in order to produce coherent brand identity and more efficient results.

Above the line advertising. It is still a key tool for building brands

Paul Feldwick, BMP DDB Ltd, United Kingdom

WHAT IS BRAND IDENTITY?

Brand identity, as I shall use the term, is not a scientific construct that can be accurately defined or measured. It is more accurately seen as a metaphor. Just as individuals create and define themselves both internally and externally, so do brands.

A brand name, and the organisation or aspect of an organisation that it represents, is associated with a history, a defined position in the world, particular skills and talents and also...

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