TITLE

Beyond Brand Awareness

AUTHOR(S)
Crosby, Lawrence A.; Johnson, Sheree L.
PUB. DATE
May 2003
SOURCE
Marketing Management;May/Jun2003, Vol. 12 Issue 3, p10
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article discusses the concept of brand management and its importance to marketing initiatives. Today's environment of savvy customers, free-flowing information, unlimited choices, strong competition, and challenging economic times have forced corporations to re-examine their approach to brand management. With consumers being exposed to thousands of brand messages a day, brand management has to be more than just building name recognition and awareness. That's the insight at the heart of Starbucks Corp., for example. Starbucks understood the role that coffee has played in society for more than 500 years. This type of commitment to a brand requires a total organization focus. Brand management is how a company structures and runs its business. A critical step for brand management is to develop a customer model that includes insight into how customers think and act, make purchase decisions, use products and services, and see their brands fitting into their lives. Hewlett-Packard Co., for example, has developed a total customer experience model for its business-to-business markets that includes the customer experiences of awareness, choosing, ordering, installing, learning, using, supporting, and upgrading.
ACCESSION #
10600445

 

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