More lately, creating a model has been interpreted to imply devising and implementing methods by which to ship (distinctive) advantages to stakeholders. This new and strategic function of branding has remolded the way in which companies are anticipated to perform; or the expectations of shoppers so far as they (companies) are involved. Today, brand-building is the important thing, and it not constitutes a mere manipulation of shoppers? perceptions and needs – It is the creation of a system that on one hand makes guarantees and arouses anticipation, whereas on the opposite ensures supply and realization of these guarantees it makes.
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http://www.associationofmarketing.org/articles/view.php?article_id=6072