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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 1087-8572
- DOI
- 10.1108/10878570010378636
- Publisher site
- See Article on Publisher Site
Abstract
A brand is made up of three things: what a company sells, what a company does, and what a company is. A brand represents a set of promises. It implies trust, consistency, and a defined set of expectations. The strongest brands own a positioning in the consumer’s mind that is unique to that brand. To maximize the customer‐brand relationship, a company must understand how customers think, act, perceive, and make purchase decisions. This holistic analysis is called “crafting a customer model.” This article offers the steps for creating such a model.
Journal
Strategy & Leadership – Emerald Publishing
Published: Aug 1, 2000
Keywords: Brands; Customers; Customer requirements; Purchasing; Competitive strategy