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Marketing Management 

Better Branding Beyond Advertising 

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Published 1/15/2008 

Author: Deb Rapacz, Martin Reilly and Don Schultz 

Summary

For many major brands, 50% of their biggest buyers will not be in that group next year. Why don’t these people stick at a better rate, despite a multitude of marketing activities? Moreover, what do customers really want, beyond primary brand arousal? The answer is simpler than you might think: Your customers are seeking more brand validation to help them feel fully comfortable in their brand choice. If you understand this and do it well, they will not stray.

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