Kevin Lane Keller, the author of
Strategic Brand Management,
lists the following advantages of strong brands:
-
Greater
→
perceptions
of product/service performance
>>>
-
Greater marketing communication effectiveness
>>>
-
Greater
customer retention and
loyalty.
>>>
-
More appreciative customer response to
price increases and decreases
>>>
-
Larger
margins
>>>
-
Less vulnerability to competitive
→
marketing actions
-
Less vulnerability to marketing crises
-
Greater trade cooperation and support
-
Possible licensing / franchising opportunities
-
Greater brand extension
→
opportunities
→
Great Slogan:
WOW Principle and 7 Features
Procter &
Gamble
At Procter & Gamble, branding is almost everything. In the age of the Web,
P&G turned the Internet into a device for
listening to customers –
and for experimenting with its brands...
More