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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2068 |
Essay's paper body
Instead of doing step two, narrowing the focus, most companies have a habit of inflating the brand name so that the name means nothing to the customer (Ries 30). "What's AT&T? According to chief executive Robert Allen, "AT&T is fundamentally a networking company." (Ries 30) This is funny because people associate AT&T as being strictly a long-distance telephone company...
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" A company can keep a narrow focus, yet expand its business (Ries 31)." For example, Honda is the seller of imported Japanese cars, but they also started Acura, a line of luxury cars made in the United States (Ries31).
Advertising the Brand Name
The average person believes that advertising is everything when it comes to the marketing of a product...
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