Broadening the Scope of Branding

Abstract

Research into brand equity and the role of branding in diverse sections demonstrates its central importance — a finding confirmed in a recent poll of top managers who believe branding to be more significant now than ever before. Fascinating new approaches to describing brand value have been developed: some approach the brand as though it were a ‘share’ of the customer's mind; others consider branding in the industrial context — even industrial purchases are not immune to ‘something as fuzzy and irrational as a brand’.