Financial Management (UK), July 1st, 2001
Branding and image are everything when it comes to product success. Mike Brown explains why this is something the government should consider in its drive to boost competitiveness
Conventional accounting has always treated marketing as a cost rather than as an investment, but trying to cut marketing expenditure can mean losing long-term profitability. Success is no longer about product superiority; it's all down to branding. A strong brand creates a loyal customer base which is more likely to stick with a company when it diversifies into new products -- one only has to look at Virgin to see ...
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