Advertising and Branding

John Kay

in Foundations of Corporate Success

Published in print April 1995 | ISBN: 9780198289883
Published online November 2003 | e-ISBN: 9780191718205 | DOI:
 Advertising and Branding

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Advertising and branding are recognized as important tools of competitive strategy. The main value of advertising rests on its demonstration of the suppliers’ continued commitment to the market. Brands are used to reassure customers about the attributes of a product, as well as to convey information about them.

Keywords: advertising; brands; commitment; competitive strategy; game theory; market; product differentiation; signalling

Chapter.  5806 words.  Illustrated.

Subjects: Microeconomics

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