Five secrets to brand success

The article provides five guidelines to help brand managers adapt to new trends in the marketing environment.

Five secrets to brand success

Kevin Lane KellerTuck School of Business, Dartmouth College

Brands and branding have endured for years, centuries in fact. And despite dire predictions from some pundits, there really is no reason to expect that brands cannot continue to thrive for years to come. At their best, brands convey and signal different kinds of information that allow consumers to reduce risk, simplify decision-making and achieve greater satisfaction in their lives.

To consumers, strong brands make their lives a little – or even a lot – better. But, as has always been the case, there will...

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