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Building a brand.comm
Author(s) -
Upshaw Lynn B.
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00531.x
Subject(s) - nature versus nurture , marketing , business , flexibility (engineering) , advertising , service (business) , brand awareness , management , sociology , economics , anthropology
B rands live and die on their successful interaction with brand communities— including customers, employees, consultants, partners, and investors. Based on experience and analysis, Lynn Upshaw has distilled five best practices that nurture this exchange in digital environments. These emphasize brand‐name flexibility, integrated marketing, superiority rather than simply differentiation, maximum consumer involvement, and proactive customer service. It's solid advice for those struggling in an e‐world now filled with doubters and skeptics.