Details

Autor(en) / Beteiligte

• Hayzlett, Jeffrey

Titel

Preparing for the Perils of Brand Mentions

Ist Teil von

• Marketing News, 2012-08, Vol.46 (10), p.10

Ort / Verlag

Chicago: American Marketing Association

Erscheinungsjahr

2012

Quelle

Business Source Ultimate

Beschreibungen/Notizen

• Not all brand mentions are fact. Indeed, some are pure fiction. Executives at any major brand are always excited when they receive news that they will be featured on a major television show, but in this case, Jaguar execs had no forewarning about the televised appearance of their brand, let alone what was going to be said about their company or how it was going to be used. As marketers, they spend a lot of time thinking about the way that their companies and brands look and feel, but also they really need to sit down and think about the essence of who they are and what they want to represent.