Branding: Differentiation that Customers Value
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- Synopsis
- Selling a product or service is easy when it operates as it should, is easy to buy and operate, and is backed by customer service--and many products may fall into this category. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. In this chapter, the authors introduce basic branding strategy as well as warn of over-differentiation, which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied, resulting in a loss of customer equity.
- Copyright:
- 2005
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.