Examination of economic and political forces that could affect branding, namely Chinese WTO entry, the Nordic school of marketing thought (service marketing influences), media integration and globalization. Contributor: Jack Yan
Competition, technology and globalisation has changed the classic model of marketing - the entire company has become as big a player in marketing as the marketing department itself. Contributor: Chris Macrae
Extending a brand requires seeing it through the consumer's eyes taking into account meanings and associations accrued over its lifetime; it is much more creative process than quantifying 'fit'. Contributor: Chris Macrae
Debating what is the essence of domains in which the brand participates from a consumer's viewpoint may give guidance when attempting to overcome the limitations of one product brands. Contributor: Chris Macrae
