Brand Champions of Tomorrow: The Importance of the Brand

Stewart Pickard

The author argues that consumers need branding as dependable decision cues. He uses a number of examples to support his view.

Brand Champions of Tomorrow The importance of the brand

Stewart Pickard, The University of Texas at Austin

A disciplined approach to any marketing and advertising problem begins and ends with the customer. Hence, a logical starting point in assessing the importance of brands is to address the question, ‘How important is the brand to consumers?’ Demonstrating the power of the brand to consumers not only shows us the value of the brand to the marketer, it also proves that brands satisfy a need in the public for a quick, useful communication tool.

History tells us that consumers...

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