The king is dead, long live the king

@article{Lury2006TheKI,
  title={The king is dead, long live the king},
  author={Giles Lury},
  journal={Journal of Brand Management},
  year={2006},
  volume={13},
  pages={193-200}
}
  • Giles Lury
  • Published 1 February 2006
  • Business
  • Journal of Brand Management
In recent years it has become increasingly popular for marketing people to suggest that it is we, the consumers, who ‘own’ their brands. The argument, put forward by, among others, Jeremy Bullmore of WPP, rests on the notion that the true value of brands lies in our perceptions of them. These perceptions, it is argued, rest in our individual minds, thus it is we — not the manufacturers or trade mark proprietors — who own the brands. A second thread of the argument suggests that, as brands are… 
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