A Perspective on Brands

Abstract

Considers the plight of the advertising industry during the 1980s. Discusses the value of brands, advertising versus promotion, the nature of brands, how brands are advertised, and brand equity. Argues that advertising is essential to the creation and continued success of brands, and that in the 1990s advertising will become more brand focused.

Citation

Kim, P. (1990), "A Perspective on Brands", Journal of Consumer Marketing, Vol. 7 No. 4, pp. 63-67. https://doi.org/10.1108/EUM0000000002590