Advantages built on emotional values and brand meanings (e.g., Levi’s, Nike, Starbucks, Amazon, BMW, Harley-Davidson, Apple, Sony) are often the most durable.

Daniel Kahneman of Princeton describes the Customer Satisfaction Treadmill.

branding attached from the outside, most often from customer experiences, advertising, corporate trust, and customer relationships.

change its product over time. But its character, and core beliefs shouldn’t change. Neither should its fundamental personality and outlook on life.

In today’s hyper-competitive and über-connected world, it is necessary for brands to have a clear purpose and meaning for consumers.

Brand has meaning in people’s minds that exists beyond functionality.

Managing brand is about how marketers and consumers collaborate to create meaning.

“A brand is the ‘personification of a product, service, or even entire company.

like a person, a brand must mature and