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...
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.
