Brand building in the 1990s

Claims that the time has come to consider how to apply marketing principles and practices in an increasingly competitive and rapidly changing environment. Argues that as it becomes increasingly difficult to sustain a comparative advantage over competitors it will become increasingly important to position organizations as “brands” in the minds of actual and potential customers. Examines the nature of brand building and methods for building company brand and concludes that brand building provides the organization with limitless possibilities for growth.