Considers the plight of the advertising industry during the 1980s. Discusses the value of brands, advertising versus promotion, the nature of brands, how brands are advertised, and brand equity. Argues that advertising is essential to the creation and continued success of brands, and that in the 1990s advertising will become more brand focused.
No takes yet. Share an insight, caveat, or question.
Peter Kim (1990) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context: