must clearly set out an identity, strategy and implementation plan for the brand. Brand models come in various shapes and …

, marketers must appreciate the vast diversity in the market and the fact that a one‐cap‐fits‐all approach to brand communication …

be involved in an active experience of brand values. Rather than put out print or TV adverts, which marketers hope will … be passively consumed, they create a brand environment in a public space and involve potential consumers by asking them … to take part in an activity. For example, at a sports match interval, a goal area covered in a brand name might be set up …

that communicating effectively with the customers is an integral part of persuading them to be loyal to their brand, there …