IDM advises on the direct route to Brand Equity
Released 08 July 2003: Brand equity and brand measurement have been chosen as the theme for the next issue of the IDM Journal, Interactive Marketing. The special issue, guest edited by the father of integrated marketing, Professor Don E. Schultz, includes papers that describe how Nike, Intel, Starbucks, BMW, Versace and Boeing has each built brand equity by direct and interactive means.
Membership Director of the IDM, Caroline Robertson comments, "We drew together some of the world's best marketing, communication and branding experts to provide a broad view of what brand equity is, what it means, how it can be valued and how it can be measured. Their views ranged over a wide spectrum - some of which were poles apart, but no less valid for being so. Interactive and direct marketers should read this issue - it will inform and challenge their management of brands."
The brand equity edition of Interactive Marketing is available to all IDM Members. Non-members can subscribe by visiting www.hspublications.co.uk .
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
