Nor are they able to assess brand on a purely rational basis.
Because consumer trust is the basis of all brand values, companies that own the brands have an immense incentive to work to retain that trust.
But what about the content a given brand spews out on a daily basis?
Unlike many internet-based businesses that have a marketing strategy to capture generic search traffic, my business is meant to be the basis for a unique brand.
Instead, consumers tend to select on the basis of factors like innovative design and brand reputation.
StorageMart also builds brand awareness by awarding scholarships and making donations to charities on a regular basis.
Regardless of market share upside, it is our view that RIM is now in a good position to successfully stabilize its base, which will help repair its brand reputation and push shipments higher on a year-over-year basis off a low base.
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Visibility is obviously much more important to companies that paste their brand all over their products or who show up in media on a regular basis.
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The Brand Keys 2012 Customer Loyalty Engagement Index reveals that consumers choose laptop computers on the basis of anything but security.
But, as Brand Keys has found, people choose brands like they choose mates: more on basis of emotional factors than rational ones.
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Lenovo managed to maintain the strength of the ThinkPad brand through the post-merger period and introduces enterprise-friendly features on a regular basis.
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