Principles of Marketing, 17/e

Branding Strategy: Building Strong Brands

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A brand represents ­everything that a product or service means to consumers. As such, brands are valuable assets to a company. For example, when you hear someone say “Coca-Cola,” what do you think, feel, or remember? What about “Target”? Or “Google”?

Some analysts see brands as the major enduring asset of a company, outlasting the company’s specific products and facilities. John Stewart, former CEO of Quaker Oats, once said, “If this business were split up, I would give you the land and bricks and mortar, and I would keep the brands and trademarks, and I would fare better than you.” A former CEO of McDonald’s declared, “If every asset we own, every building, and every piece of equipment ...