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Article: Brand loyalty management: the basis for enduring profitable growth.
- Article from:
- Direct Marketing
- Article date:
- March 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Nineteen eighty-seven was the year brands went from being a marketing issue to a boardroom issue. It was the year that the financial community discovered the financial value of brands.
The following speech was delivered during Catalina Marketing Corporation's Brand Loyalty POWER SEMINAR.
Nineteen eighty-seven was a landmark year for brand management. That was the year that "brand equity" was born. "Brands or assets" became a legitimate concept. It was the year brands went from being a marketing issue to a boardroom issue. It was the year that the financial community discovered the financial value of brands. To this day, it is Financial World Magazine not a ...