In terms of self-treatment with over the counter medicines for minor ailments, such as a headache, consumers tended to identify with PanadoR, the innovator brand, rather than PacimolR, a branded generic.
"We expect it to increase people's ability to connect with the brand, rather than the reverse.
But this War Horse is a pre-packaged brand, rather than a movie.
We're now seeing Saint Laurent as a brand rather than a person".
The campaign is Intel's first that focuses on its brand rather than its products, Ms. Conrad said.
This is perhaps the intention, since "Royal Ascot" is now a brand rather than a race meeting.
Often, managers try to find a middle way by tinkering with a brand rather than overhauling it.
Home Retail's boss, Terry Duddy, is thought to have been interested in the Blacks brand rather than sister chain Millets.
In Beijing this summer, Lenovo will take the next step, this time playing up Lenovo's brand rather than the ThinkPad's.
Lifestyle brand At the centre of it all, Apple is now a lifestyle brand, rather than a technology company.
Display ads tend to be more complex than search ads and are designed primarily to enhance a company's brand rather than to clinch a sale.
