Brand Champions of Tomorrow: In Brands We Trust

Nathalie Vidamour

The author, from the University of Colorado, argues that when a brand fails to deliver on it performance promises consumer trust is jeopardised.

Brand Champions of Tomorrow In brands we trust

Nathalie Vidamour, University of Colorado

A brand is the relationship a product has with its customers and other stakeholders. Similar to relationships between people, a strong brand is built upon a foundation of trust. It’s a promise that lives in the heads and hearts of consumers.

Marketing communication efforts often focus on product promises. They tell customers what they should expect from the product, including performance issues, quality and design. While these planned communication messages help sell the product and build the brand, they are not the only communication...

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