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Brand-Driven Growth

In: Marketing Driven Revenue Growth A Guide to Organic Growth

Author

Listed:
  • Chezy Ofir
  • Donald R Lehmann
  • Scott Sanderude

Abstract

Branding is an integral part of most marketing. The word is related to the old Norse word Brandr, which means “to burn.” This was a common practice in the United States in the 1800s as a means to identify stolen property (cattle). Since then, it has taken on other roles. The person who was in charge of the brand at GE when Welch was CEO suggested that a brand had three roles: simplifying choice, promising quality, and engendering trust. To these, luxury marketers would add giving prestige. Indeed, “building your brand” now includes personal branding (which, sadly, seems to be a fetish of high school students and frequent users of social media).

Suggested Citation

  • Chezy Ofir & Donald R Lehmann & Scott Sanderude, 2024. "Brand-Driven Growth," World Scientific Book Chapters, in: Marketing Driven Revenue Growth A Guide to Organic Growth, chapter 5, pages 65-80, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811296505_0005
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    More about this item

    Keywords

    “Block Week” (9–5) Format; New Business; Organic Growth; Growth; New Products; Marketing; Innovation; Creativity; Evaluating Options; Implementation; Forecasting; Brands; Customers; Evaluation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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