CHAPTER 2
What Are You Thinking?
Chapter Overview
This chapter focuses on the relationship of branding and brand-related decision-making at the individual company level and the thinking and perceptions about brand that persist out there among different stakeholders. It challenges the sacred cows about what a brand is and where a brand can or cannot be built. It discusses the culture and conditions for brand development and the different dynamics and perceptions working both for and against a positive brand investment decision. The chapter proceeds to identify overarching considerations and questions that lie at the heart of an agile brand development strategy including brand perception, brand architecture, and brand equity management. It unpicks ...
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