Brand Waves: Building Momentum Throughout the Ownership Cycle

Farquhar, Peter H.
June 2000
Marketing Management;Summer2000, Vol. 9 Issue 2, p14
Building and sustaining brand momentum is a bigger challenge for executives than ever before. The effects of many brand programs fade quickly after an initial buzz of activity unless there is a coherent wave to continue the momentum. Brand waves form from the alignment of key processes customers use in considering, purchasing, and crediting brands. The ownership cycle offers a series of tools for developing brand waves, creating momentum, and profitably growing a business.


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