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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