What is a Brand?

Paul Feldwick

Brands not only constitute one of the most important elements of modern advertising, but are also crucial to the health of the broader economic marketplace.

What is a Brand?

Paul Feldwick

Towards the end of 1989 the Marketing Society held a major conference in London. Its title was 'The Immortal Brand', and its publicity made prominent use of a quote from the Group Chief Executive of United Biscuits:

'Buildings...

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