Building Brands Directly

Customer loyalty and customer loyalty programs

“…Customer loyalty programs are a current manifestation of this trend. Proponents tend to focus on the psychological bonding that eventuates from membership (a customer benefit), and the enhanced customer insights that can be gained from analyzing the program database (a firm benefit) (Brown, 2000;Pearson, 1996). Critics argue that the loyalty ± both attitudinal and behavioral ± for most customers is quite passive and resembles habit rather than serious commitment.…”

Ontology-based data mining approach implemented on exploring product and brand spectrum

“…The brand incorporates a set of product or service features that are associated with that particular brand name (Baker, 1996) and identifies the product/service in the market (Cooke, 1996). As Pearson (1996) explains, the concept of brand lies at the heart of marketing theory and practice. A brand is a combination of features (what the product is), customer benefits (what needs and wants the product meets) and values (what the customer associates with the product).…”

Leading for the Future: Brand Management in the Learning Context

“…In the contemporary business customers buy brands rather than just products. A brand is a combination of features (what the product is), customer benefits (what needs and wants the product meets) and the values (what a customer associates with the product) (Pearson, 1996). Competition has therefore shifted from the core product features to the set of values offered through the brand.…”