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Brand Building An Essential Marketing Action


  • SOCA, Diana


A brand strategy is essentially an approach that guides every aspect of a business. It must do so that the brand corresponds to the four D: desired by the consumer, deliverable, distinct from the competition and durable over time. It is a model that tells you both how to run a business and how each customer interaction with the brand must look like.

Suggested Citation

  • SOCA, Diana, 2011. "Brand Building An Essential Marketing Action," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(4), pages 42-47, December.
  • Handle: RePEc:hmm:journl:v:1:y:2011:i:4:p:41-47

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    brand product; brand strategy; brand equity; powerful brands;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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