Ever wonder what professors do when they are not teaching at SUL?
Often it is research and writing, to share their knowledge with a wide audience.
Malcolm Johnston’s article, “Brand, image and reality: a guide for small and medium-sized businesses” was recently published in The Marketing Review, 16, no. 2, Summer 2016.
Contact Professor Johnston at majohnst@syr.edu if you are interested in reading about how “co-creation, consistency and congruence” impact “product, service, corporate identity and communication” in Malcolm’s brand management model for SMEs.
