Use intention: how consumer perception counts

Shigeo Okazaki and Sean Corcoran, consultants to Dentsu Inc, discuss some key components of their brand audit and brand analysis system.

Use Intention: How Consumer Perception Counts

Shigeo Okazaki and Sean Corcoran Dentsu, Inc

Within the sphere of branding, diverse approaches to the concept of brand and defining a brand's role exist. One approach views brands as...