Driving Preference in a Competitive Marketplace

The author traces the development of the Ameritech brand between 1993 and 1998 - starting as a number of separate phone companies, trading under 23 names, to a single communications brand dedicated to simplifying its users lives.

Driving Preference in a Competitive Marketplace

How Ameritech is building its brand – and creating long-term value in the process

Karen Sheriff, Ameritech

In any competitive market, the strength of a company’s brand obviously represents an enormous...