Building an Integrated Brand Strategy
John W Shivel, Fruit of the Loom
As we rapidly approach the new millennium, marketers are confronted with a plethora of questions and anticipated changes in the way they manage their brand portfolio. Evolution of the marketer s environment is occurring exponentially from rapidly changing consumer expectations to electronic commerce via the Net. Its not enough to develop brands based on a clever brand name or price or an occasional promotion. Rather the marketer must build an integrated brand development strategy that has legs legs built from all the components of...