TITLE

Better Branding Beyond Advertising

AUTHOR(S)
Rapacz, Deb; Reilly, Martin; Schultz, Don E.
PUB. DATE
January 2008
SOURCE
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p25
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
For many major brands, 50% of their biggest buyers will not be in that group next year. Why don't these people stick at a better rate, despite a multitude of marketing activities? Moreover, what do customers really want, beyond primary brand arousal? The answer is simpler than you might think: Your customers are seeking more brand validation to help them feel fully comfortable in their brand choice. If you understand this and do it well, they will not stray. INSET: CMO criteria to guide better branding advertising.
ACCESSION #
28351817

 

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