Abstract
A brand is simply a promise of value provided by a product, a service or an organization. It’s an asset which creates differentiation and can generate superior returns. Champion brands make compelling, sustainable promises to the market.
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© 2011 Ian P. Buckingham
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Buckingham, I.P. (2011). What’s a Champion Brand?. In: Brand Champions. Palgrave Macmillan, London. https://doi.org/10.1057/9780230304659_1
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DOI: https://doi.org/10.1057/9780230304659_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30591-9
Online ISBN: 978-0-230-30465-9
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