Survey examines brand-building in 21st century

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The American Marketing Association and the American Productivity & Quality Center are conducting a survey as part of a new research project dubbed "Brand Building & Communication: Power Strategies for the 21st Century," designed to pinpoint how companies build brands, communicate them to target audiences and measure their results. Don Schultz, professor of integrated marketing communications at the Medill School of Journalism at Northwestern University in Evanston, Ill., is an adviser. A version of the survey online can be found on APQC's Web site.

Copyright January 1998, Crain Communications Inc.

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