Chapter 5. Brand Power Tools—Likability, Reinforcement, and Consistency

The most powerful brands are robust and multifaceted, while at the same time they are precisely defined. Likability, reinforcement, and consistency are three key power tools that marketers use to achieve brand dominance. These power tools possess equal power for service managers when they are applied to service experiences. Through consistent reinforcement of an offering that is both liked and appreciated, a brand will engage consumers.

Power tool 1: likability

Most of the research conducted about likability deals with what is required to get customers to purchase. Marketing experts have long known that if customers like your advertisements, they will more likely remember you ...

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