Business Relationships and the Brand

Relationships are often created with the brand rather than with an individual. Did you every hear anyone boast about their relationship with a branded company? It is usually in the form of brand loyalty. Brands that appeal usually have at least five distinct functions.

• Company identification (or product or service)
  
• Description on the emotional level of the product or service
  
• Legally protected to prevent others from using it
  
• Easy to say and spell
  
• Globally appealing (does not offend anyone in another country)
  

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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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