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

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.

Citation

Barron, J. (2003), "How strong brands get “on intent” – and stay there", Journal of Business Strategy, Vol. 24 No. 2, pp. 36-41. https://doi.org/10.1108/02756660310508182