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Building Brand Value
Author(s) -
Briggs Bonnie
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00507.x
Subject(s) - realm , value (mathematics) , meaning (existential) , embodied cognition , asset (computer security) , business , brand management , expression (computer science) , brand awareness , advertising , marketing , aesthetics , psychology , computer science , political science , art , law , artificial intelligence , computer security , machine learning , psychotherapist , programming language
CATERPILLAR MEANS great earth‐moving equipment. But as Bonnie Briggs explains, the attributes embodied in the Cat brand and its visual expression have meaning and economic value far beyond the realm of heavy machinery. As the company has become more involved in brand extensions, it has come to a better understanding of the Caterpillar brand, as well as how to teach its many constituencies to be creative with and protect this critical asset.