The article under the headline “Building a Better Brand” is written by Steve McKee and published in www.businessweek.com in September 2007.
At the beginning, the author is asking to reader to answer - which one of two offered brands is better. What is more, the author provides the TOP 3 of most valuable, global brands – Coca-Cola, McDonald’s and BMW.
Further on the text, it is mentioned that the trick for any long-term branding effort is to focus first not on the cues themselves but on the benefits they communicate.…
