Brand. Who Needs It? | BTalk Australia

Last Updated Aug 25, 2008 4:20 PM EDT


What is brand and how important is it? Dr Stephen Downes, a lecturer at RMIT University in Melbourne, describes brand as a series of associations that determine how customers think about your company and the services you offer. Today on BTalk Australia Phil Dobbie asks if brand is important even in small businesses offering B2B services. Do companies sometimes see their brand differently to how their customers see it? And what about the proposed merger between Westpac and St George --- can the St George brand survive?

Click on "Play" above to hear the podcast.

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