Topic: Student Questions

What Makes A Brand Successful?

Posted by Anonymous on 250 Points
What is a brand and what makes a brand successful?
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  • Posted by SteveByrneMarketing on Accepted
    Hi Celia,

    I like Zahid's response. Here are my thoughts --

    What is a brand?

    A brand is like a person, an individual with an identity and personality. It can actually be a person Kobe, Madonna, but most often it’s a thing – product, service or anything that’s in the media.

    See article:

    What makes a brand successful?

    By measurement it’s most often financial. For example, Coca Cola is ranked as the number one brand based on brand equity (dollars).

    Hope this helps,

    - Steve
  • Posted by mgoodman on Accepted
    A brand is a promise -- a promise that you'll deliver the same important benefits the same way, consistently, time after time; and that you'll deliver high perceived value to your target audience every time they buy or use the brand.

    What makes a brand successful is keeping the promise so that customers will remain loyal. It involves much more than a name, a logo, and slick marketing. It really encompasses every customer contact point. The total brand experience has to work.

    I don't think this is really much different from Zahil's response, but it may give you another way to think about it.
  • Posted by mgoodman on Member
    P.S. Sorry about the typo in Zahid's name (above). I hit the "Update and Finish" button too quickly. It doesn't mean his response is any less correct!
  • Posted by SRyan ;] on Accepted
    You really need to read some of the top-notch articles that have been published on MarketingProfs.

    If you're a basic member, try these:
    A brand is the sum of all touchpoints
    Bootstrap branding
    The brand IS the strategy
    The three Cs of branding

    If you're a premium member, look at this:
    Just what is a brand, anyway?

    There's a lot more available. You can click on the Articles link at the top of this page, then drill down to the Branding category and the Archives section.

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