Back to brand basics. Marketing departments are being cut back; research and advertising budgets are shrinking. A consumer brand is now seen as nothing more nor less than the sum of consumers' perceptions of how they feel about, use and experience a product, service or organisation. These perceptions can be nurtured and guided to build strong, lasting 'iconic brands' and 'new luxury' brands. However, even the strongest brands are subject to consumers' changing perceptions and situations. ...