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Author Archive

Brand Admiration

A Framework For Building Admired Brands

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A Framework For Building Admired Brands

Achieving brand admiration requires keeping the company’s end game— creating brand equity— in mind.

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Brand Culture

The Internal Branding Mandate

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The Internal Branding Mandate

It seems obvious that developing successful relationships with customers requires strong and successful relationships with those inside the company. Strikingly, though, many companies ignore employees in their branding efforts.

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Brand Positioning

Brand Positioning For Competitive Advantage

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Brand Positioning For Competitive Advantage

The best brands make customers’ lives easier, more gratifying, and more meaningful.

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Brand Strategy

9 Strategies For Manipulating Brand Benefits

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9 Strategies For Manipulating Brand Benefits

Knowing how customers make buying decisions (and how they judge the relative value of one brand over another) is important because it provides insights into the different value-enhancement strategies marketers can use to enhance the brand’s value and strengthen brand admiration.

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Brand Admiration

Keys To Building Admired Brands

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Keys To Building Admired Brands

The more your brand enables, entices, and enriches customers, evoking their positive emotions and building their trust, love, and respect, the more highly admired it will be.

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