Getting on Top of Brand Hierarchies | BTalk Australia
By Phil Dobbie | September 3, 2008
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BNET Australia Contributors
Brian Haverty is editorial director for CBS Interactive Australia and is responsible for the company's BNET and ZDNet Australia sites.
Robert Gerrish is a coach, author and professional speaker and the founder of Flying Solo, an Australian online community for solo business owners.
Melissa Lourenco is the HR manager for CBS Interactive in Australia.
Chris Golis is the author of The Humm Handbook: Lifting Your Level of Emotional Intelligence. He runs seminars and workshops on EQ.
Suzi Dafnis is Community Director of the Australian Businesswomen's Network.
Yvonne Adele helps organisations build a culture of ideas by teaching people at all levels to access their untapped creative thinking skills.
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(15min 56) Sometimes a brand is a product or a group of products, at other times it’s the name of a company. On today’s BTalk Australia Phil Dobbie talks to Dr Stephen Downes, a lecturer at RMIT University in Melbourne, about how brands are structured. If you are launching a new company should you build a brand around your company name or your first product?
Share your thoughts in the Talkback section at the bottom of this post.
See also: Brand. Who Needs It? | BTalk Australia
