(See my biography page for more information).


Publications:
"Brand" and Brand Image: Misdefinition, Misuse, Miscommunication, Empirical Amphiboly, and Resolution

Hardly anyone knows what the word "brand" means anymore. Most confuse it with the brand image concept. This article attempts to sort out the mess and remedy the widespread confusion.

Article: Print

$US10.00

Published Online: May 27, 2016

$US5.00