How To Optimize The Brand-Customer Relationship Across Multiple Contact Points
- Topics:
- Brand Management
- Tags:
- Brand,
- Branding,
- Marketing,
- Martha Stewart
- Source:
- Prophet
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Overview: The Martha Stewart brand, synonymous with the notion of raising the quality of living in and around the home, drives diverse and complimentary publishing, television, branded merchandise, and retail businesses. These businesses are diverse, but the Martha Stewart brand is the key asset optimizing the value of the franchise. Martha Stewart's success has largely been due to the understanding that growing the value the brand represents involves more than extending the brand through the addition of products and services or through maximizing the multitude of delivery channels through which a brand can be built. This article discusses need to extend your brand. The evolution of new and increasingly complex business models has increased the challenge to organizations to consider the Brand-Customer Relationship in a new light.
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Format: PDF | Size: 30KB | Date: Jun 2001 | Pages: 5
