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Competition of Brands - Or of Business Models ?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.

Suggested Citation

  • Jean-Noël Kapferer, 2007. "Competition of Brands - Or of Business Models ?," Post-Print hal-00781527, HAL.
    • Handle: RePEc:hal:journl:hal-00781527
    as

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