Relationship Branding: Fulfilling the Promise of a Brand
The other day I was speaking with a colleague, and I was quite surprised to hear him say that while he knew what a brand was, he didn’t really know what a brand was, why some brands were stronger than others, the deep purpose of the brand concept, and why some consumers are so brand loyal. This got me thinking, and made me consider the … [ Read more ]
Content: Article | Author: Kristine Kirby Webster | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales
Branding the Non-Profit
“To a non-profit organization, the brand is perhaps the most important asset they have. Many corporations actually carry the worth of the brand on their balance sheets; for example, the Coca-Cola* brand is said to be worth $13 billion. However, non-profits are often at a disadvantage when it comes to branding. After all, they don’t have the deep pockets of corporations who … [ Read more ]
Content: Article | Author: Kristine Kirby Webster | Source: MarketingProfs | Subjects: Marketing / Sales, Nonprofit