The essence of brand is belief

Daniel M. Jackson

Chapter Chapter 10 in Sonic Branding, 2003, pp 63-65 from Palgrave Macmillan

Abstract: Abstract What McDonald’s did better than anyone else was to create belief among their customers that they were getting decent food at a good price and that the chain would always deliver the same portions in the same wrappers in the same type of environment. McDonald’s promised all of this and when customers walked through the doors, this is exactly what they got.

Keywords: Break Promise; Retail Space; Shoe Designer; Smart Design; Brand Promise (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50326-7_11

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DOI: 10.1057/9780230503267_11

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