Identifying and Capitalizing on Brand Identity

Joanne Scheff Bernstein

Chapter Chapter 11 in Standing Room Only, 2014, pp 229-239 from Palgrave Macmillan

Abstract: Abstract The brand is the primary driver of people’s interest in and loyalty to an organization and its offerings. It is what the audiences, artists, staff, board, and entire community think of the organization. It is the company’s reputation, the perceived quality of the works presented, the promise of its products, the value it brings to the participants, and the sum of every experience one has with the organization.

Date: 2014
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DOI: 10.1007/978-1-137-37569-8_12

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