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Building Brands Without Mass Media

Опубликовано на портале: 23-03-2007
Harvard Business Review. 1997.  Vol. 75. No. 1. P. 39-50. 
Several companies in Europe have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. The various campaigns share characteristics that could serve as guidelines for any company hoping to build a successful brand:
  1. Senior managers were carefully involved with brand-building efforts.
  2. The companies recognized the importance of clarifying their core brand identity.
  3. They made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers.
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