Creating Brand Instrumentality Beyond The ProductBy: Dr. Dan Herman
The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product/service company themselves can provide. A value which becomes the major motivation for consumers to desire the product. Everybody agrees about that, but from here on it becomes foggy. First of all, what is this value exactly? Also, how precisely is this value being added and incorporated into the brand? In this short article I attempt to provide a clear answer to both of these key questions and to suggest a workable approach to creating value added brands.
© Copyright 2008, Dr. Dan Herman
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