Article 22 Sep 2015

Reputation: brand value safeguard

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Every brand wants to be consumer’s first choice. Brand’s creation – from conception– and management  -to his maturity- can play an important role in this direction.

The value of a brand goes beyond the representation of its logo. It is given by the attributes that define it and,above all, its interaction with the audiences. In fact, the brand creates and maintains its reputation, largely from the experience consumers have with it.

For example, consumers can come to establish strong emotional ties bearing on high levels of loyalty, frequency and intensity to purchase, and even building feelings of affection which are the ones that generate love-marks.

Carlos Llanos, Senior Director of LLORENTE & CUENCA in Peru

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