This content is provided by International School of Advertising (ISA)
The Brand is the Business. A brand is a promise made and a promise delivered. If this simple definition of a brand is not met in the running of a business,then there will ultimately be no business. These slides will explore the area of the product offering, also known as the product concept. They will also look at what transforms a product into a brand, and how the positioning one creates for that brand informs not only execution of ones messaging but the DNA of the business and the competitive advantage that will give it long-term staying power and success.
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