A brand is more than a company name, logo, tagline or marketing campaign. Brand asset management is about creating a consistent, positive experience at all customer touch points. Today, more than ever before, companies marketing products and servicesare investing significantly in building strong brands, recognizing the positive return on investment. Surely, anyone can easily name a handful of successful brands. Consider BMW, Nike, Coca-Cola and Harley-Davidson. Clearly, these companies recognize thevalue of brand management and consistent messaging.
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