The Power of A Brand
Published: March 27, 2013
In today’s marketplace its all about the brand. We have all heard or read about the power of certain brands, and how these brands increase shareholder value. In the club industry a few powerful brands exist, and consequently, they tend to be foremost on consumers minds. In this paper we explore the characteristics that are common to great brands and set forth a few of the key steps that a club can pursue if it wants to establish itself as a recognizable and differentiated brand in the highly competitive club industry.