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Brand as Relevance

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  • Robert A. Sevier

Abstract

After an initial discussion of branding, including the dispelling of the myth that branding is simply another dimension of image, this article will focus on the two essential elements of a successful brand: awareness and relevance. Without awareness, target audiences will not be able to determine if you and your messages, products, and services are relevant to them. And without relevance, they may be aware of you and respond with “so what.” The central theme of the article is a seven-step process for creating effective brands that includes: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors; developing and executing a brand communications strategy; and testing and refine your brand strategies.

Suggested Citation

  • Robert A. Sevier, 2000. "Brand as Relevance," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 10(3), pages 77-97, August.
    • Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:77-97
    DOI: 10.1300/J050v10n03_05
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