Leaders achieve an outstanding brand

Author: China Business Press
Publisher:
Publish Date: 2006-01-17
Features: This is a book about the art of leadership—a book about how to unite the company from top to bottom to create customer loyalty and achieve maximum value by creating and maintaining this loyalty. Many company leaders mistakenly believe that brand building is just a marketing issue, something only those well-funded companies can do, such as those that can spend money on advertising during major sports events or use eye-catching signs. However, in reality, a brand is the sum of all the experiences consumers have with a company or product, and it is the sum of the perceptions consumers form about the brand as they begin to develop a commitment to it. In fact, if you want to create a strong brand, then upholding this commitment is the responsibility of every leader. Brand value and customer loyalty come from the wisdom and cultivation of the leaders who implement the brand strategy, as well as the daily actions that shape the brand.