Branding — The Driver of a Successful Business Strategy

Martin Roll ()

Chapter Chapter 2 in Asian Brand Strategy, 2006, pp 13-30 from Palgrave Macmillan

Abstract: Abstract Today, businesses and consumers are placing increasing importance on brands. Brands give consumers a sense of identity, stimulate their senses and enrich their life experiences. People have a need to affiliate and surround themselves with things they know well, trust and aspire to be. From a customer viewpoint, a brand is a signal of quality and creates a bond of trust with the manufacturers behind them.

Keywords: Intangible Asset; Brand Equity; Customer Loyalty; Brand Management; Marketing Function (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51306-8_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230513068

DOI: 10.1057/9780230513068_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().