Why Strong Customer Relationships Trump Powerful Brands
Harvard Business Review
APRIL 14, 2015
As the graph bracingly shows, brand valuations declined by nearly half (falling from 18% to 10%) while customer relationship values doubled (climbing from 9% to 18%) over a decade. There is a parallel development on the demand (customer) side. Thus, purchasing decisions have become more fact based, and less brand-image based.
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