To build brand equity, marketing alone is not enough
Article publication date: 1 August 2000
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.
Schreuer, R. (2000), "To build brand equity, marketing alone is not enough", Strategy & Leadership, Vol. 28 No. 4, pp. 16-20. https://doi.org/10.1108/10878570010378663
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