Book review – Managing Brands
Red Star Kim
MAY 11, 2023
The final section of this chapter looks at how digital techniques can be used to build trust as an online currency to improve brand positioning. Cisco (technology) is at 15, J P Morgan at 24, Salesforce at 36, Goldman Sachs at 49, HSBC at 65, 3M at 69 and LinkedIn at 81. Use Paul R Smith’s SOSTAC™ as a planning structure for a brand.
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