查看文章

Brands are one of the most universal aspects of markets. Every organization, whether it competes in consumer markets, has a brand—an identity, a name, a reputation. Brands are complex, risky, and require an enduring commitment. The building of a brand is guided by a vision of the desired positioning, and is implemented by the organization culture. Brands are a ubiquitous part of modern markets. They exist because they provide value to consumers. Brands assure a level of quality, simplify choice, and help consumers achieve a wide range of goals from meeting basic, functional needs to self‐actualization. This chapter explains how the process of creating and maintaining brand equity can simultaneously enrich consumers' lives and the company's bottom line.