ABSTRACT
The aim of this chapter is to consider the challenges marketers face in developing and sustaining brand added values. The chapter begins by making the point that it is only worth developing added values if they are relevant to the target market and noticeably different from those of competitors. Any marketing activity then needs to integrate these added values and present brands as holistic offerings. In other words all, rather than one single aspect, of the brand’s assets should be developed, enabling customers to appreciate their points of difference, the way they satisfy both functional and emotional needs, reduce perceived risk and make purchasing easy.
