Relationship Branding: Fulfilling the Promise of a Brand
- Topics:
- Brand Management
- Source:
- Interbrand
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Overview: A brand is a promise, an expectation waiting to be fulfilled. But the promise of the brand isn’t always fulfilled the moment the product is purchased; fulfillment of the promise can take time. Customers are savvier and have greater expectations these days, more so than in any other place and time. Much of the brand draw, and the ability to create and cultivate a relationship with the customer based on the draw of the brand, is an emotional, not rational, decision. The Brand-Customer Relationship becomes – if properly done – part of the goodwill and core competency that a brand can leverage in gaining and maintaining customer trust and business. The central brand idea may be static among the entire customer and prospect bases, but the total sum of the brand idea or perception is rooted in the customer’s experiences with the brand itself, and all its messages, interactions, and so on.
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Format: HTML | Date: Jan 2003 | Pages: 1
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