Branding — The Driver of a Successful Business Strategy

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 2 in Asian Brand Strategy (Revised and Updated), 2015, pp 15-36 from Palgrave Macmillan

Abstract: Abstract Today, businesses and consumers are placing increasing importance on brands. Brands give a sense of identity, stimulate the senses, and enrich 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 it.

Keywords: Intangible Asset; Brand Equity; Entire Organization; Brand Management; Strong Brand (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35917-9_2

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DOI: 10.1057/9781137359179_2

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