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Creative Execution

In: Branding: A Key Marketing Tool

Author

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  • Mervyn Kurlansky

Abstract

Detailed knowledge of a brand’s development and pure creativity both play distinct yet interrelated roles in the designer’s formulation of the brand’s image. Knowledge is essential in understanding the multiplicity of factors that affect the brand’s success and allows for the proper analysis that leads to the appropriate creative constraints. Creativity is naturally required to imbue the brand with a unique image which is appropriate and appealing.

Suggested Citation

  • Mervyn Kurlansky, 1987. "Creative Execution," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, chapter 9, pages 98-103, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-08280-3_9
    DOI: 10.1007/978-1-349-08280-3_9
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