“Making a Mark”: The Role of Trademarks in Branding. Doha, Qatar 10 April 2011. Najmia Rahimi Senior Program Officer, Small and Medium-Sized Enterprises Division. What is Branding.
Senior Program Officer,
Small and Medium-Sized Enterprises Division
Marketing is a conversation. The brand name initiates the conversation which will develop multiple concepts and criteria, namely:
Vision, mission, message, service, package, image, differentiation, understanding the customer, advertising, logo, name recognition, customer service, internal training, team work, investment
Kevin Lane Keller, Tuck School of Business
(Interbrand Business Week 2010)