The first, " Sears Brand Bonds," was followed by " Coca-Cola's Brand Bonds." In this post I take an entirely original approach to co-branding from the first page in my book Competing for Customers and Capital. This is the 3rd in my series of posts on brands in enterprise marketing. To which I replied: On Wall Street it is. LUV actually is the ticker symbol for Southwest Airlines ( NYSE: LUV).Įveryone said: We knew that - but a ticker symbol is not a brand name! Finally someone asked: Is it Procter and Gamble's ( PG) brand of disposable diapers? The students quietly discussed what it might be.
My question was greeted with stunned silence. Then in the big classroom, speaking softly into my lapel mike, I asked: What company owns this brand name? In the first meeting of my undergraduate elective "Competing for Customers and Capital" at Tulane University I projected the following word on the computer screens in very large letters: LUV.
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