January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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EVERY BUSINESS IS A BRAND
The UK’s Chartered Institute of Marketing defines brand as ‘The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should evoke in the mind of the audience’ [1].
Unpacking this definition makes it easy to understand the different aspects of a brand. There are physical attributes; this can be the look and feel of a product itself, such as the VW Beetle. It can also be the packaging; think of the Coca-Cola glass bottle. Physical attributes also include the tangible benefits one expects to receive from the offering. For example, the UK’s Premier Inn Hotels offer a good night sleep ...
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