Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Extending your brand by optimizing your customer relationship

Extending your brand by optimizing your customer relationship Notes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two-thirds of customer purchases and impacts nearly every function area of the business. It stands to reason, then, that extending the equity of the brand will fuel growth while allowing the business to outpace competitors. This article examines the positioning considerations that will enhance the effectiveness of brand extensions. What is crucial as part of the underlying strategy is consideration of the organization's brand customer relationship and how extensions serve to broaden it. It requires combining a strategic view of the entire organization's business drivers with principles and models from traditional and retail marketing to define new tools that will make more of its total customer base. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Extending your brand by optimizing your customer relationship

Scott Davis; Cathy Halligan
Journal of Consumer Marketing , Volume 19 (1): 5 – Feb 1, 2002
Download PDF
5 pages

Loading next page...
 
/lp/emerald-publishing/extending-your-brand-by-optimizing-your-customer-relationship-udOPHL9iTb

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760210414916
Publisher site
See Article on Publisher Site

Abstract

Notes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two-thirds of customer purchases and impacts nearly every function area of the business. It stands to reason, then, that extending the equity of the brand will fuel growth while allowing the business to outpace competitors. This article examines the positioning considerations that will enhance the effectiveness of brand extensions. What is crucial as part of the underlying strategy is consideration of the organization's brand customer relationship and how extensions serve to broaden it. It requires combining a strategic view of the entire organization's business drivers with principles and models from traditional and retail marketing to define new tools that will make more of its total customer base.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 2002

Keywords: Relationship marketing; Customer care

There are no references for this article.