BRAND BUILDING AN ESSENTIAL MARKETING ACTION

Diana Soca ()

Holistic Marketing Management Journal, 2011, vol. 1, issue 4, 42-47

Abstract: A brand strategy is essentially an approach that guides every aspect of a business. It must do so that the brand corresponds to the four D: desired by the consumer, deliverable, distinct from the competition and durable over time. It is a model that tells you both how to run a business and how each customer interaction with the brand must look like.

Keywords: brand product; brand strategy; brand equity; powerful brands (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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