What does your brand mean?

This article discusses the importance of the different "meanings" brands can have for consumers, which are key to brand development, but which often diverge from the company's brand positioning.

What does your brand mean?

Mark Batey

How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meanings to products and services, but it is consumers who ultimately determine what a brand...

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