Brand as Intangible Sum
Introduction
Richard Nelson seeks the full citation for a David Ogilvy quote
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Can anyone provide me the full citations and page numbers for the famous quote by David Ogilvy: "A brand is the intangible sum of a product’s attributes, its name, its packaging, its price, its history, its reputation, and the way it’s advertised. It’s defined by impressions of the people who use it, as well as their own experience."
Originally the definition was in a 1955 speech he gave, later in his book Ogilvy on Advertising, in two editions appearing in 1983 (Crown Publishers) and 1985 (Vantage Publishers).
Thanks.
Richard Alan Nelson, Ph.D., APR
Immediate Past President, International Management Development Association (IMDA, )
Editor, Journal of Promotion Management and Journal of Website Promotion
Professor of Mass Communication and Public Affairs
Manship School of Mass Communication
Office: 246 Hodges Hall
Mail: 211 Journalism Building, corner of Fieldhouse Drive and North Stadium Road
Louisiana State University
Baton Rouge, LA 70803-7202 USA
Phone: 225-578-6686
Fax: 225-578-2125
Email: Rnelson@LSU.edu
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