Book Review: Why Some Brands Succeed and Others Fail – THISDAYLIVE thisdaylive.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thisdaylive.com Daily Mail and Mail on Sunday newspapers.
By Emmanuel Obeta
To answer our earlier question on whether the Nigerian Police Force is a brand? Yes the police force is a brand because like all other institutional brands it is not just merely a physical organization or entity but an entity that lives in the mind of the citizens as a collective memory. Every member of the public at one time or the other must have had an interaction with the police the memory of which lives in his mind and will determine or influence his future interaction with the organization. Even if he has not had a personal experience with the Police, which will be rare, he would have heard so many stories or witnessed other people people’s interaction with the police, which also will influence and determine his perception about the force as well as set the pace for any future interaction with them.
Despite all the above definitions of the brand, Kapferer introduced a new element into the definition of the brand. According to him, Brands are intangible assets, assets that produce added benefits for the business. He pointed out two major paradigms in the various definitions of the brand. The first one that is customer based which focuses exclusively on the customer’s relationship with the brand. This ranges from the point of total indifference to attachment, loyalty, and willingness to buy and rebuy based on beliefs of superiority and evoked emotions. The other paradigm is the one, which aims at producing financial measures in dollars, euros or yen.