starts with customer awareness followed by their
association with the brand. According to Jordan based
brand strategist, Meatland, is a collection of
perceptions in the mind of the consumer. Factors that
connect customers to Meatland are, product attributes
and the link to deep-rooted Siniora family, therefore
Brand management decisions should be made to develop
these associations and thereby increase brand
credibility and loyalty.
Credibility of the brand also increases with durability.
Some of the most valuable brands like Coca Cola,
McDonald and GM have withstood the tests of time, change
of ownership and competition, and have still retained
their premier positions in the respective industries.
This represents the strength and stability of the brand
in relation to the market leaders. A strong brand is a
clear indicator of future profits and a driver in making
brand extension decisions.