The Delphi Process: a strategic branding methodology

Abstract

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and evaluating a branding strategy consistent with the BCS principles. Concludes that the concept of a “brand” and that of a “product” are diametrically opposed and rewards will go to those who do successfully build a brand.

Citation

Chevron, J.R. (1998), "The Delphi Process: a strategic branding methodology", Journal of Consumer Marketing, Vol. 15 No. 3, pp. 254-264. https://doi.org/10.1108/07363769810219125