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

In today's overcrowded marketplace, being just excellent is not enough. You must be → remarkable and rememberable.

Vadim Kotelnikov → e-Coach

Two of the smartest moves I've ever made were putting my name on the company and my picture on its ads.

Charles Schwab Schwab Inc.