What you get by adding services to a basic product, for example, industrial chemicals. One tank car of a given chemical contains exactly the same material as the next. A wise supplier included value-added services such as favorable leasing terms, precise delivery dates, and online order entry. This “augmented” product was clearly superior to the competition’s.
A product’s reputation, deserved or not. Branding turns commodities into premium products.
The value of a brand, a function of customer loyalty, reputation, and reach.
What your brand aspires to be.
What consumers think of your brand.
Term of art from Rosen’s The Anatomy of Buzz. The sum of all ...