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To build brand equity, marketing alone is not enough

To build brand equity, marketing alone is not enough New technologies and distribution channels are creating an environment in which branding will become more important. At the same time, consumers are becoming increasingly sophisticated about the relationship between brand promise and performance. Marketing must create branding that is based on delivering critical elements of value and must design marketing communications and customer experiences to reinforce that value. Brand managers must understand the nature of customer‐company interactions and have the influence to act when there is a problem. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

To build brand equity, marketing alone is not enough

Richard Schreuer
Strategy & Leadership , Volume 28 (4): 5 – Aug 1, 2000
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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570010378663
Publisher site
See Article on Publisher Site

Abstract

New technologies and distribution channels are creating an environment in which branding will become more important. At the same time, consumers are becoming increasingly sophisticated about the relationship between brand promise and performance. Marketing must create branding that is based on delivering critical elements of value and must design marketing communications and customer experiences to reinforce that value. Brand managers must understand the nature of customer‐company interactions and have the influence to act when there is a problem.

Journal

Strategy & Leadership – Emerald Publishing

Published: Aug 1, 2000

Keywords: Brand equity; Marketing communications; Brands; Customer satisfaction; Consumer behaviour

References

  • Building brands without mass media
    Aaker, D
  • The Center of the Dashboard: Aligning Sales, Service and Brand to Combat Customer Attrition
  • Putting a brand on the changing banking industry
    Schreuer, R