Branding so much more than a name: It's all about trust, recognition and being different

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Those who say branding is “only a name” are missing the point. An effective, recognizable brand can be a wondrous thing. But there are hazards ahead for marketers seeking to make their product brand immediately recognized – and trusted – in a global economy.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2011), "Branding so much more than a name: It's all about trust, recognition and being different", Strategic Direction, Vol. 27 No. 3, pp. 6-8. https://doi.org/10.1108/02580541111109552