The power of the brand
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. https://doi.org/10.1108/10878570010378636
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