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The Tea Party Bookshop in Salem, Oregon, has a generous selection of titles on personal growth and spirituality. ThereвІ s a poetry reading on the third Thursday of every month. And every once in a while, thereвІ s a вІ

вІ    The goal of brand equity building is to move consumers from brand awareness to brand insistence.вІ    Awareness, relevant differentiation, emotional connection, value, and accessibility drive brand insistence.вІ    Creating awareness is the first step in building a strong brand.вІ    Strive to maximize brand impressions and accessibility.

As you move forward in building your brand, keep these points in mind:

вІ    Strength of brand identity systemвІ    Effective use of visuals/imageryвІ    Ability to capture the brand in a slogan

вІ    CEO leadership & supportвІ    Distinctive corporate culture that supports brand promiseвІ    Ability to obtain support from a broad spectrum of employeesвІ    Alignment of brand messages across functions

Managing the Corporate BrandвІ study, the following factors are critical for brand strategy success:

According to The Conference BoardвІ s rigorous 1998 вІ

believe that brands must make promises to their customers. They must promise relevant, differentiated benefits. That is, they must offer unique value propositions. And, even more importantly, they must deliver on those promises/value propositions. Leading brands have a highly compelling brand promise and insure that the promise is delivered at each point of customer contact.