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In these exclusive interviews, we speak to Professor Philip Kotler (S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management and described as 'the…
An Interview with Interbrand Chairman, Rita Clifton In February 2012 in a paper titled, “The Role of Brands in Human Culture” I noted the significance of branding in our world. To illustrate…
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The brand must not only convince prospective customers and draw them to the brand but also be deeply believed in by the employees and other stakeholders of the company. We say that for the brand to work, employees must live the brand promise.
— Philip KotlerFather of Modern Marketing & Prolific Management Author
Think of "branding" as burning in a name on an animal such as a cow so that the cow's owner would be known. This protects the owner in the event that the animal is stolen. But we can use the name "branding" whenever anyone affixes their name to something that is available for sale.
— Philip KotlerFather of Modern Marketing & Prolific Management Author
An increasingly number of companies see their brand as the platform for running their business. The brand creates an identity for the product and/or company in the marketplace. It requires the company to think deeply about its mission, vision, and values. The company has to work hard at developing the image that it wants customers to have of the offering. The brand must not only convince prospective customers and draw them to the brand but also be deeply believed in by the employees and other stakeholders of the company.
— Philip KotlerFather of Modern Marketing & Prolific Management Author
Think of 'branding' as burning in a name on an animal such as a cow so that the cow's owner would be known. This protects the owner in the event that the animal is stolen. But we can use the name 'branding' whenever anyone affixes their name to something that is available for sale.
— Philip KotlerFather of Modern Marketing & Prolific Management Author
Because Peter Paul Rubens signed his name to his paintings (several of which were finished by his artisans), they commanded a higher price. Today, the famous contemporary glass artist, Dale Chihuly puts his name on every work of glass although he never makes any of it.
— Philip KotlerFather of Modern Marketing & Prolific Management Author
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