What is the meaning of a brand?

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Leonard Sherman (Author & Adjunct Professor, Columbia Business School)


Leonard Sherman talks about the importance of the brand promise which he defines in terms of how a product or service answers a problem for a consumer. He discusses the need for companies to ensure that their product or service does what they promise the consumer it will do. Sherman explains the need for companies to create a strong relationship with their customers.

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About Author

Leonard Sherman

Author & Adjunct Professor, Columbia Business School

Leonard Sherman is the author of "If You’re in a Dogfight, Become a Cat! Strategies for Long-Term Growth". He is an executive in residence and adjunct professor of marketing and management at the Columbia Business School. Len has worked as a senior partner at Accenture, as a managing partner of J.D. Power and Associates, and as a partner at Booz, Allen & Hamilton. He holds a BS in aeronautical engineering, an MS in transportation systems and a PhD in transportation economics, all from Massachusetts Institute of Technology.

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Vaishali Jain

Vaishali Jain

Sarder TV Journalist, and Former Bloomberg TV Journalist

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