Brand Champions of Tomorrow Building media brands
Clyde Bentley, School of Journalism and Communication University of Oregon
The researchers were right: Branding and brand equity have a major impact on how we select goods and services.
Okay, so if the powerhouses of the advertising world are convinced of the power of branding, why have they not led the charge to return to the roots of the brand?
Brand equity, if not invented by the print media, was at least first coddled, fed and reared by it. Look in the Blue Book of most any state, and...