A strong brand is often seen to enable either customer loyalty or to permit premium pricing of goods and services and to increase the value of companies. Marketing is now all-pervasive, with marketing techniques now being applied to virtually all human activities, from charity work to major industries and the strange world of celebrity creation. The attributes that make a brand are both tangible (for example, a name, a visual logo or trademark, services, people) and intangible (such as personality, reputation, mental associations, a promise, an expectation or set of values) which, together, create a memorable and relevant BRAND IMAGE in the eye and mind of the beholder. Brand – a brand is a combination of attributes that give a company or organisation a distinctive identity and value relative to its competitors, its stakeholders and its customers. The Collins Dictionary of Marketing is the ideal companion for anyone who requires an authoritative guide to marketing terms, whether a professional marketeer, or in business, or simply a student of this fascinating subject. From ‘global marketing’ to ‘relationship marketing’, from ‘b2b marketing’ to ‘1 to 1 marketing’, from ‘viral marketing’ to ‘ideas marketing’, the Collins Dictionary of Marketing is the ideal guide to this all-pervasive subject.
Collins Dictionary of Marketing
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