Brand Management Strategy
11 pages (2750 words)
Technically speaking, then, whenever a marketer creates a new name logo, or symbol for a new product, he or she has created a brand. It is important to contrast a brand and a product. According to Phillip Kotler (1984), a well regarded marketing academic, a product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.