To build brand equity, marketing alone is not enough
Abstract
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.
Keywords
Citation
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
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited