Strong brands are critical for any business to grow. People trust brands which form the basis of their purchase and loyalty over time. Branding as a discipline borrows heavily from social sciences and psychology. Strong brands are not created just through product design and communication but by finding a place in the consumer’s heart.
Marketers can follow a simple six-step checklist to determine if they are nurturing their brands well and if their relationship with the brand is enduring enough.
- Essence: It is the intrinsic nature or indispensable attribute that determines the brand character. The essence is the core identity
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