Accelerating Your Development as a Leader: A Guide for Leaders and Their Managers

The Importance of Brand Distinction

Whether we are picking out items in a grocery store or deciding what make and model of car to purchase, we tend to base our buying decisions on how we view the comparative strengths of certain brands. A brand can be thought of as the set of overall attributes and features that are called to mind each time we encounter the name, logo, or image that is associated with a particular product or service. When you think of Starbucks, a certain image comes to mind. For many people, that image is associated not only with purchasing a quality beverage, but also the experience of indulging in the guilty pleasure of one's choosing. The name Neiman Marcus has become synonymous with high-end clothing and an upscale shopping ...