Brand management: brand dynamic: building the most valuable asset in business
Businesses all over the world are recognising the phenomenal value of brand as a driver for profitability. A strong competitive brand differentiates a company from its rivals, attracts attention, represents quality, generates confidence and gains consumers’ loyalty. As a complex mixture of...
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| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Penerbit UTM Press
2009
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/14447/1/FauziahShaikAhmad2009_BrandManagementBrandDynamicBuilding.pdf http://eprints.utm.my/id/eprint/14447/ |
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| Summary: | Businesses all over the world are recognising the phenomenal value
of brand as a driver for profitability. A strong competitive brand
differentiates a company from its rivals, attracts attention, represents
quality, generates confidence and gains consumers’ loyalty. As a
complex mixture of both tangible and intangible attributes, brand
involves every touch points between the marketer and consumers
allowing the development of relationships pertinent for long term
profitability and sustainability of a business. Significant literature
reviews in marketing have substantiated that branding management
have become a very important strategy to transform transactional
marketing into relationship marketing and ordinary companies to be
successful companies (Aaker, 1996; Keller, 2003; Gregory, 2004). |
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