A strong brand is one of the top most valuable assets an enterprise can own; and we know that managing and augmenting the brand equity is likely among the top items in your company’s executive agenda.
Widely known in the branding literature, a strong brand:
• commands a premium price for the company’s products
• solicits trust from even first-time customers due to well-defined expectations
• better facilitates word-of-mouth
• evokes emotional (affective) attachment to the company and to its products
• contributes to fostering customer loyalty
A successful brand campaign is only the first half of brand success. The ultimate goal of branding, or any other marketing activity for that matter, is the company’s bottom line; hence, the complementary half of brand success entails using brand as a tool to profitably manage customers.