Brand Strategies: Branding: Shotgun or Rifle?

Abstract

Based on the evidence, brand must be one of the biggest guns in the corporate arsenal and thus worthy of significant investment. After all, consumer product companies regularly spend hundreds of millions of dollars to support brands; Wall Street values leading Internet businesses at enormous multiples simply because of their online brand strength; and CEOs surveyed by Ernst & Young judge brand to be among the most important keys to their companies' future success.

Citation

Docters, R.G. (1999), "Brand Strategies: Branding: Shotgun or Rifle?", Journal of Business Strategy, Vol. 20 No. 4, pp. 9-14. https://doi.org/10.1108/eb040012