Monday, December 18, 2017

Archives for June 2011

It’s Time for Brands in Every Boardroom (PDF)

The brand has become a strategic business concern for every senior corporate executive and board member. With increased global competition, it has become essential for leaders in every industry sector, from commodities to consumers packaged goods, to understand the theory and practice of the successful deployment of brands.

The New Brand Strategy at Philip Morris

Philip Morris Companies have spent over $200 million in corporate-image advertising over the last two years, designed to improve the image of “Philip Morris.” Nevertheless, “Philip Morris” is still viewed as a tobacco company.