Understanding the role of the brand marketer

Author: Paul | Subject: Marketing

Understanding the role of the brand marketer image
Article Excerpt: According to Phillip Kotler, who is regarded by many as one of the foremost academic scholars on the subject of marketing, a brand consists of a symbol or name that is uniquely associated with a specific product or service with the intention of differentiating it from the substitute offerings of competing firms. A brand can be applied in two ways. In the first instance, it can be focused on the corporate name, in which case consumers will associate all product/services being offered by the corporation with the brand...