Promises, promises

Lewis, Stewart
March 2005
Brand Strategy;Mar2005, Issue 190, p40
Trade Publication
The article discusses public's increasing interest in the company behind the brand. This has made brand management more challenging. As consumers become increasingly affluent and aware of their power, these interests and expectations are becoming critical for brand success. The traditional core elements of brand management remain powerful, consumers still care about quality, value and reliability. But another dimension of appeal, or reassurance, now has to find a place in excellent brand management, drawing on corporate values and behaviors.


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