To read this content please select one of the options below:

The power of the brand

Scott M. Davis (Scott Davis is the managing director at the Chicago office of Prophet Brand Strategy ( He is a former marketing and distribution manager at Procter & Gamble. Scott is the author of Brand Asset Management: Driving Profitable Growth through Your Brands(Jossey‐Bass, 2000).)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 August 2000



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.



Davis, S.M. (2000), "The power of the brand", Strategy & Leadership, Vol. 28 No. 4, pp. 4-9.




Copyright © 2000, MCB UP Limited

Related articles