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Why Strong Customer Relationships Trump Powerful Brands

Harvard Business Review

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill. It’s clear that brand building will only go so far.

Build Brands Apple's Way

Harvard Business Review

Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. The value of its brand was $153 billion, up 84 percent year on year. Yes, Apple spends lavishly on promoting its brand, but the study attributed the spike in brand valuation to the impact of two products — the iPad and, to a lesser extent, the iPhone. Want to build a powerful brand? Even in industrial settings, emotions can build brand.