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Re: self-branding

From: lkuek <lkuek_at_thenew.net>
Date: Fri 26 May 2000 12:06:07 -0400

MARCIA YUDKIN <marcia_at_clickz.com> WROTE:
> "Self-branding" is really only a trendy way of
> saying "famous" or "well-known"

TO WHICH ROB FRANKEL <rob_at_robfrankel.com> REPLIED:
> Sorry, Marcia, gotta disagree. Branding and awareness
> are not the same thing. First you create the brand;
> then you raise its awareness.

I thought it was the other way around:

1) Position product (based on strengths and weaknesses)
2) Create Brand Awareness (market benefits of product)
3) Build Brand Equity

LK




Received on Fri May 26 2000 - 11:06:07 CDT


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