Abstract
The brand is the primary driver of people’s interest in and loyalty to an organization and its offerings. It is what the audiences, artists, staff, board, and entire community think of the organization. It is the company’s reputation, the perceived quality of the works presented, the promise of its products, the value it brings to the participants, and the sum of every experience one has with the organization.
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Notes
Howard Schultz, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, (New York: Hyperion, 1999), 248.
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© 2014 Joanne Scheff Bernstein
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Bernstein, J.S. (2014). Identifying and Capitalizing on Brand Identity. In: Standing Room Only. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-37569-8_12
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