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However, with alliances like these being made with the rivaled retail sector, it begs the question: Is the promotional products industry becoming too brand-focused and not relying on its own merit as an industry? Is it losing its identity?
Jeff Brown, vice president of product development and marketing at Leed’s, New Kensington, Pa., doesn’t think so. Rather, he said the inclusion of brands in the industry strengthens supplier credibility. “Brands by definition have a strong reputation in the end-user’s mind,” he said. “And being able to take a strong brand profile or brand equity and bring it into the industry, provides a high degree of quality.”
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Cynthia T. Graham
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