Getting on Top of Brand Hierarchies | BTalk Australia

Last Updated Sep 3, 2008 8:18 PM EDT


(15min 56) Sometimes a brand is a product or a group of products, at other times it's the name of a company. On today's BTalk Australia Phil Dobbie talks to Dr Stephen Downes, a lecturer at RMIT University in Melbourne, about how brands are structured. If you are launching a new company should you build a brand around your company name or your first product?

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See also: Brand. Who Needs It? | BTalk Australia
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