Abstract
Today, businesses and consumers are placing increasing importance on brands. Brands give a sense of identity, stimulate the senses, and enrich life experiences. People have a need to affiliate and surround themselves with things they know well, trust, and aspire to be. From a customer viewpoint, a brand is a signal of quality and creates a bond of trust with the manufacturers behind it.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Notes
Grahame R. Dowling and Richard Staelin, “A Model of Perceived Risk and Intended Risk-handling Activity,” Journal of Consumer Research, (21), 1997, pp. 119–134.
Scott M. Cunningham, “The major dimensions of perceived risk,” in Donald F. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Boston, MA: Harvard University Press, 1967, pp. 82– 108.
Peter Doyle, “Value-based Marketing,” Journal of Strategic Marketing, (8), 2000.
Tim Ambler, “Market Metrics: What Should We Tell the Shareholders?,” Balance Sheet, Bradford, 10(1), 2002, 47.
Michael V. Marn, Eric V. Roegner and Craig C. Zawada, “The Power of Pricing,” McKinsey Quarterly, (1), 2003.
Nirmalya Kumar, Marketing as Strategy, Harvard Business School Press, 2004, p. 5.
David Aaker, “Aaker on Branding — 20 Principles That Drive Success,” Morgan James Publishing, 2014.
Gail J. McGovern, David Court, John Quelch, and Blair Crawford, “Bringing Customers into the Boardroom,” Harvard Business Review, November 2004.
Janamitra Devan, Anna Kristina Millan, and Pranav Shirke, “Balancing Short- and Long-term Performance,”McKinsey Quarterly, (1), 2005.
Author information
Authors and Affiliations
Copyright information
© 2015 Martin Roll
About this chapter
Cite this chapter
Roll, M. (2015). Branding — The Driver of a Successful Business Strategy. In: Asian Brand Strategy (Revised and Updated). Palgrave Macmillan, London. https://doi.org/10.1057/9781137359179_2
Download citation
DOI: https://doi.org/10.1057/9781137359179_2
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-67574-6
Online ISBN: 978-1-137-35917-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)