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A brand needs to be backed up by performance or the brand is worthless. When you purchase a large ticket item such as a vehicle, you have some expectation about the performance. The big car names all guarantee performance and backup their words with a service warranty for a certain period of time. It is not that they only backup the performance for that period of time; they are saying that if anything goes wrong, they will stand behind their product. As with any brand, this does not always hold true. You can end up buying a lemon and never getting the performance you thought you were buying. I have yet to see a car replaced by a new one when there is so much trouble fixing the original purchase but other companies such as those selling appliances have been known to replace defect purchases.When you buy something, there is an expectation that it will perform as advertised. If it does, then the brand becomes a name you can trust. If it does not perform and the service to make it better and solve the problem is exceptional, the brand will also become a name you can trust. If, on the other hand, the performance is not up to expectation, and nothing is done about it, the brand becomes one to avoid. When you are branding your products or services, you must stand behind the performance of those goods.A brand, like any other product, must perform in order for you to make sales. Sales drive the brand just as performance will drive it. Other factors also come into play when branding. You must also have a quality component.
Article Source: http://www.content.onlypunjab.com
Bette Daoust, Ph.D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at BizMechanix.com. You may also view her latest publications at BlueprintBooks.com. Dr. Daoust also writes for the National Networker theNationalNetworker.com.
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