Vital branding

Carter Swift

This paper centres on how the role of brand management has changed since its inception in the early 1930s.

vital branding

Carter SwiftNorthwestern University

Many top brands have struggled in recent years under accusations of unethical accounting and financial practices. Powerful brands like Arthur Andersen, Mattel, Enron, WorldCom, American Airlines, and even General Electric have been affected as their executives have been accused of golden parachutes and their financial revenues have been restated.

The boom and bust of the Internet era saw many brands rise to prominence only to falter when the economy soured on inflated P/E ratios and profits always one quarter away. Popular brands like Webvan, Pets.com, VerticalNet, Healtheon, CMGI, and Idealab were diminished as quickly...

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