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 equity & strength
United States
Strategy

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...

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