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Book chapter
Reference no. 2602BC
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
15 pages


Selling a product or service is easy when it operates as it should, is easy to buy and operate, and is backed by customer service, and many products may fall into this category. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. The authors introduce basic branding strategy as well as warn of over-differentiation, which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied, resulting in a loss of customer equity. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Brands; Customer retention; Market positioning; Marketing

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