What constitutes a successful identity-oriented marketing strategy? According to Wharton marketing professor Americus Reed II, it consists of three critical links – the consumer, the identity and the brand. If these links are forged, says Reed, who recently completed a research paper on this topic, “then they create connections that can lead to advantageous marketing outcomes for companies that are savvy enough to incorporate identity into their marketing strategy.” Think Harley-Davidson.
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