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Branding For Dummies, 2nd Edition by Barbara Findlay Schenck, Bill Chiaravalle

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Chapter 14

Winning Brand Loyalty

In This Chapter

arrow Reaching beyond expectations to create brand loyalists

arrow Igniting customer passion for your brand

arrow Generating buzz and viral marketing for your brand

Creating a brand name, a brand identity, and a brand promise are the beginning steps in the branding process. They’re like the ante you pay to play in the high-stakes branding arena. They’re the down payment required to rise above the noisy floor of me-too offerings and to win a chance at a preferred place in customers’ hearts and minds, where great brands live and thrive.

warning.eps But you can’t just register a terrific brand name, design an award-winning logo, craft a great brand promise, and then sit back and wait for the magic to happen. Sorry, but even the greatest brand framework, of and by itself, isn’t enough to build a great brand success story. Even high market awareness and strong sales aren’t enough.

remember.eps The highest level of brand success requires one more essential ingredient: loyal customers ...

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