Branding is now largely about involvement and association. It encourages and allows the consumer to identify with the brand and therefore with themselves, 'Brands were created by marketing people inside large companies to seduce customers' W, Olins xxx.
'Branding is increasingly employed by not-for-profit organizations and charities who compete in the emotional territory of people's hearts and minds with commercial brands for the money in consumer's products' -
'Branding is increasingly employed by not-for-profit organizations and charities who compete in the emotional territory of people's hearts and minds with commercial brands for the money in consumer's products' -
'It is we consumers who decide which brand will succeed and which will fail' :15
Whiteley would say that it manufacturer and not the consumer that has the power in the market place. A comparison of opinions can be drawn from here.
Whiteley would say that it manufacturer and not the consumer that has the power in the market place. A comparison of opinions can be drawn from here.
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