Branding: Differentiation that Customers Value

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBI

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. 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. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2599BC, 2610BC, 2629BC, 2637BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
15ページ
コンテンツID
CCJB-HBS-2602BC
オリジナルID
2602BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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