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Personal Needs vs. Customer Relationships

Strategy Driven

Indeed, if a department attracts new customers, it wins the lion’s share of the marketing budget, but it is well documented that it costs some companies five to ten times more to attract new customers than to retain an existing one. The Powerful Role of Trust. Customer relationships, like interpersonal relationships, are built on trust.

Aaker 63
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Twelve Ways to Create Barriers to Competitors

Harvard Business Review

IKEA, Starbucks, eBay, and Apple's iPod all have scale economies often based on first mover status that provide ongoing competitive advantages. If the brand represents the category such as Fiber One, iPhone, Whole Foods Market, Geek Squad, or Jeep then other brands will have a difficult time getting considered. Investment.

Aaker 15