What’s a Champion Brand?

Ian P. Buckingham

Chapter Part 1 in Brand Champions, 2011, pp 1-35 from Palgrave Macmillan

Abstract: Abstract A brand is simply a promise of value provided by a product, a service or an organization. It’s an asset which creates differentiation and can generate superior returns. Champion brands make compelling, sustainable promises to the market.

Keywords: Brand Equity; Corporate Brand; Employee Engagement; Brand Management; 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_1

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DOI: 10.1057/9780230304659_1

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