Branding has become one of the most important aspects of business strategy. Yet it is also one of
the most misunderstood. Branding is sometimes considered to be merely an advertising function.
And many managers and business writers hold the view that branding is about the management of
product image, a supplementary task that can be isolated from the main business of product
management. This note provides an alternative perspective, arguing that:
This note develops a set of concepts and frameworks to guide the design of brand strategies. preprocess