Chapter 8
In the next three chapters we are going to take each of the three main brand distribution channels and discuss the components and subcomponents of each. After most of the subcomponents we will address how to do it yourself with “Here’s How” exercises.
One glance at the brand map will show you both the scope of marketing communications and its importance in brand building. As a measure of its complexity, you’ll also see that we don’t extend every marketing communications initiative to the next level of the map. For instance, look at “advertising” on the brand map. This communication function is not extended to the next level. This isn’t a measure of how important we feel advertising is to brand building. Rather, ...
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