Building Bandwidtch Means Building Everything

And how does all this happen? Zyman and Miller insist the same rules apply again and again to the development, growth and management of brands. They are developed along five key dimensions:

• presence—the way any brand gains consumer awareness and acceptance;
• relevance—the way your brand fits into your customers’ lives and how it meets their needs and desires;
• differentiation—a perception that your brand is unique from all competitors;
• credibility—delivering on the expectations of the brand promise; and
• imagery—four kinds: user (what kind of people use your product), usage (what it feels like to use your product and be associated with your brand), product (direct image of the product and the product in use) and associative (about the company you keep—the brands, individuals, institutions, and events closely identified with your brand).