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Identifying and Capitalizing on Brand Identity

  • Joanne Scheff Bernstein

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

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Copyright information

© Joanne Scheff Bernstein 2014

Authors and Affiliations

  • Joanne Scheff Bernstein

There are no affiliations available

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