Building strong, better brands - Looking beyond the obvious! Integrating the crucial link in the framework

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs / motivations to brand choice into one holistic simple system.

Building Strong Better Brands — Looking Beyond the Obvious!

Integrating the crucial link in the framework

Sunando DasMarketing Science Centre – Asia, Research International Asia Pte. Ltd., Singapore.

INTRODUCTION

'The significant problems we face...