Category: Branding Strategy

The first decision is whether to develop a brand name for a product. In the past, producers and intermediaries sold their goods out of barrels, bins, and cases, without any supplier identification. Buyers depended on the seller’s integrity. The earlier signs of branding were the medieval guilds’ effort to require craftspeople to put trademarks on […]

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TO BRAND OR NOT TO BRAND? The first decision is whether to develop a brand name for a product. In the past, producers and intermediaries sold their goods out of barrels, bins, and cases, without any supplier identification. Buyers depended on the seller’s integrity. The earlier signs of branding were the medieval guilds’ effort to […]

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