Chapter Objectives
- To outline the role branding plays for company, staff, and customer and its link to service excellence
- To offer frameworks for the development of engaging brands
- To suggest ways of using the brand throughout the consumer decision-making process to strengthen the customer relationship
- To understand the role that core values play in brand development
- To offer suggestions for surfacing the core values
Chapter Profile
The brand plays a key role as the starting point for marketing communications that entice customers and reward the brand–customer relationship. Creating a brand that customers will find appealing depends on establishing a meaningful relationship, which needs nurturing and developing over time ...
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