Brand-Driven Growth

Chezy Ofir, Donald R Lehmann and Scott Sanderude

Chapter 5 in Marketing Driven Revenue Growth:A Guide to Organic Growth, 2024, pp 65-80 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Branding is an integral part of most marketing. The word is related to the old Norse word Brandr, which means “to burn.” This was a common practice in the United States in the 1800s as a means to identify stolen property (cattle). Since then, it has taken on other roles. The person who was in charge of the brand at GE when Welch was CEO suggested that a brand had three roles: simplifying choice, promising quality, and engendering trust. To these, luxury marketers would add giving prestige. Indeed, “building your brand” now includes personal branding (which, sadly, seems to be a fetish of high school students and frequent users of social media).

Keywords: “Block Week” (9–5) Format; New Business; Organic Growth; Growth; New Products; Marketing; Innovation; Creativity; Evaluating Options; Implementation; Forecasting; Brands; Customers; Evaluation (search for similar items in EconPapers)
JEL-codes: L26 M13 M3 M31 (search for similar items in EconPapers)
Date: 2024
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