Abstract
In discussions of branding, there is rare mention of the value of a brand for customers. The term ‘brand value’ refers to the value of the brand for the seller, not the buyer. Yet, only when a brand delivers value to buyers can it deliver value to sellers.
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Notes
W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy (Harvard Business School Press, 2005).
Andy Grove, Only the Paranoid Survive, 1st edn (Currency, 1996).
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© 2008 Willem Burgers
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Burgers, W. (2008). Ask Not What Your Brand Can Do For You …. In: Marketing Revealed. Palgrave Macmillan, London. https://doi.org/10.1057/9780230230873_13
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DOI: https://doi.org/10.1057/9780230230873_13
Publisher Name: Palgrave Macmillan, London
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