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The power of the brand

The power of the brand 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

The power of the brand

Strategy & Leadership , Volume 28 (4): 6 – Aug 1, 2000

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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 & LeadershipEmerald Publishing

Published: Aug 1, 2000

Keywords: Brands; Customers; Customer requirements; Purchasing; Competitive strategy

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