Abstract
As we2019;ve explored, brand is synonymous with reputation. If you accept my simple definition of a brand as stakeholder perception of promise minus delivery, then you have to accept that brands can be influenced or even managed. Third-party perceptions of brand performance and reputation are their reality whether they are true or not, but perceptions can certainly be molded over time.
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© 2011 Ian P. Buckingham
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Buckingham, I.P. (2011). Reinforcing a Brand Champion Culture. In: Brand Champions. Palgrave Macmillan, London. https://doi.org/10.1057/9780230304659_5
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DOI: https://doi.org/10.1057/9780230304659_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30591-9
Online ISBN: 978-0-230-30465-9
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