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How strong brands get “on intent” – and stay there

How strong brands get “on intent” – and stay there Emphasizes that without management that is active and astute, brand "intent" will not translate into what might be called the "customer experience" - the feelings and thoughts of people who learn, buy and purchase etc. Recommends four fundamental blueprints for building a solid internal foundation: create the brand intent; align the organization; deliver the customer experience; and measure and refine. States in summary that, when a company makes and fulfils its promises re its brands, customers will stick with that company, such as Heineken, Wal-Mart, Dell Computers, Audi, FedEx and Wendy's, which are all at the top of their categories' growth in sales. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

How strong brands get “on intent” – and stay there

Jennifer Barron
Journal of Business Strategy , Volume 24 (2): 6 – Apr 1, 2003
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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0275-6668
DOI
10.1108/02756660310508182
Publisher site
See Article on Publisher Site

Abstract

Emphasizes that without management that is active and astute, brand "intent" will not translate into what might be called the "customer experience" - the feelings and thoughts of people who learn, buy and purchase etc. Recommends four fundamental blueprints for building a solid internal foundation: create the brand intent; align the organization; deliver the customer experience; and measure and refine. States in summary that, when a company makes and fulfils its promises re its brands, customers will stick with that company, such as Heineken, Wal-Mart, Dell Computers, Audi, FedEx and Wendy's, which are all at the top of their categories' growth in sales.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Apr 1, 2003

Keywords: Brands; Brand loyalty; Branding

There are no references for this article.