The Problems of Brand Definition
نویسنده
چکیده
Whilst the word brand is used widely in marketing, it is a word which has multiple meanings, and can not be clearly defined. This lack of any clear definition presents significant problem in brand theory, creating confusions and significant problems in the way in which research is formulated and undertaken. The paper examines the use of term in the study of brand equity and brand personality, and highlights how lack of clear definition might cause disagreement and confusion in research.
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