Purpose brands create enormous opportunities for differentiation, premium pricing and growth. But reckless management can erode the equity of these brands. There are only two ways to extend brands without destroying them: Marketers can apply the brand to different products that address the same job. Or they can apply the brand to endorse the quality of products that do other jobs and create new purpose brands that benefit from the endorser quality of the original brand.
Content: Quotation
Authors: Clayton M. Christensen, Scott Cook, Taddy Hall
Source: Wall Street Journal
Subjects: Brand, Marketing / Sales
Authors: Clayton M. Christensen, Scott Cook, Taddy Hall
Source: Wall Street Journal
Subjects: Brand, Marketing / Sales
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