Successful brands then develop this consistency of quality and offering into a consumer relationship. Some brands are linked to a strong personality, such as Richard Branson s Virgin. Others are enhanced through endorsement by celebrities, such as Pierce Brosnan, alias James Bond, for Omega watches. Brands can be built on experiences as much as on tangible or rational benefits. The fragrant and lush surroundings of Harvey Nichols are an example of this.
Brands can also develop into valued corporate assets.
Brands must therefore be carefully nurtured and protected. Barkan and Semans identify the factors to be considered when selecting a firm to help to build a brand. The article recommends using companies that benchmark results and have a long list of satisfied clients. But most important of all, say the authors, is ensuring that the client s top management remains involved in the whole branding process. There are, however, times when a carefully nurtured brand name comes under attack.