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Brand and Reputation.
Member rating: No Rating | Words: | Submitted: Mon Dec 22 2003
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BRAND AND REPUTATION Introduction A brand exists in the mind, or not at all. The mind it exists in may be that of a customer, a potential customer, an interested observer, a disinterested observer... or almost anybody. Awareness of a brand may be irrelevant to any purchasing decision that an individual may make. I am aware of the Rolls Royce car brand, but I cannot envisage any circumstances under which I would (could!) buy a Rolls Royce. I am aware of Marlboro (and scores of other cigarette brands) but as a non-smoker I will never convert my awareness into purchase. As a male with no children I am not targeted by Pampers or Tampax, but I am aware of the brands. As an individual I wear many hats. I am (or am not) a potential customer. I am also an employee, an investor, a citizen, a husband and so on. I might hate McDonalds...
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