GAPbuster programs reinforce the often
forgotten element of brand management: brand promise delivery.
Advertising and marketing seeks to shape the customer's brand expectations. In
the long run, satisfying customers' expectations creates brand strength. Yet
brand strength is also reliant on an organization's ability to deliver on the
'brand promise' inherent in its marketing activities.
It follows that the effectiveness of brand campaigning may be enhanced or
diluted by factors outside the conventional marketer's control. The completion
of an organization's brand strategy, i.e. meeting customers' expectations,
happens at the store level - the "moment of truth." |
