Column: Branding won't matter if product doesn't wow consumers

06/22/2007 | Forbes

Research which shows that consumers are focused more on the iPhone's features than its Apple moniker proves that branding means little if the product isn't a good one, according to Marc E. Babej and Tim Pollak, partners at Reason Inc. "Great brands ... are the result of compelling products and services," they write. "The exception -- a few image-driven categories such as beer, liquor or fashion -- only proves the rule."

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