Reinforcing a Brand Champion Culture

Ian P. Buckingham

Chapter Part 5 in Brand Champions, 2011, pp 145-190 from Palgrave Macmillan

Abstract: Abstract As we2019;ve explored, brand is synonymous with reputation. If you accept my simple definition of a brand as stakeholder perception of promise minus delivery, then you have to accept that brands can be influenced or even managed. Third-party perceptions of brand performance and reputation are their reality whether they are true or not, but perceptions can certainly be molded over time.

Keywords: Customer Service; Customer Loyalty; Employee Engagement; Customer Engagement; Great Brand (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-30465-9_5

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DOI: 10.1057/9780230304659_5

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