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“Brands aren't just names on packages!”
Author(s) -
Berger Charles,
Speak Karl
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00528.x
Subject(s) - business , revenue , marketing , advertising , reading (process) , finance , law , political science
B rands are about relationships with consumers. Products and services are critical elements in building these relationships, but they are not, by themselves, brands. Brands are long‐term investments. With support from the CEO and managers, they can thrive for generations. Effective brand management is the ultimate path to revenue and profits. For more details on these and other insights, Karl Speak's interview with Chuck Berger, CEO of The Scotts Company, is must reading.