Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Video

Updated: Oct 22, 2025

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos
06:45

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos

Published on: May 29, 2020

4.3K

Customer-centered brand management.

Roland T Rust1, Valarie A Zeithaml, Katherine N Lemon

  • 1Robert H Smith School of Business, University of Maryland, College Park, USA. rrust@rhsmith.umd.edu

Harvard Business Review
|September 29, 2004
PubMed
Summary
This summary is machine-generated.

Related Concept Videos

Impression Management Techniques III: Aligning Actions01:29

Impression Management Techniques III: Aligning Actions

31
Aligning actions are communicative strategies individuals employ to maintain social harmony and preserve personal identity in the face of potential disruptions to social norms. These actions are particularly important in managing social impressions when one's behavior might be seen as inappropriate, incompetent, or morally questionable.Types of Aligning ActionsThe three principal types of aligning actions are disclaimers, accounts, and apologies.DisclaimersDisclaimers are preventive; they are...
31
Patient-centered Care01:13

Patient-centered Care

2.5K
Patient-centered care involves delivering care beyond inpatient hospitalization. Reflective practice can enhance a patient-centered approach. Reflective practice is a process of reasoning that considers all aspects of the present situation, including practicalities, learning from personal practice, and consideration of patient needs. Patients appreciate care decisions made while considering their input. Involving the patient in their care provides the patient with a sense of contribution rather...
2.5K
Stereotype Content Model02:16

Stereotype Content Model

14.9K
The Stereotype Content Model (SCM) was first proposed by Susan Fiske and her colleagues (Fiske, Cuddy, Glick & Xu, 2002; see also Fiske, 2012 and Fiske, 2017). The SCM specifies that when someone encounters a new group, they will stereotype them based on two metrics: warmth—or that group’s perceived intent, and how likely they are to provide help or inflict harm—and competence—or their ability to carry out that objective. Depending on the warmth-competence...
14.9K
Routes of Persuasion02:20

Routes of Persuasion

66.5K
Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
66.5K

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

User-informed marketing versus standard description to drive demand for evidence-based therapy: A randomized controlled trial.

The American psychologist·2020
Same author

Dimensions of Treatment Quality Most Valued by Adolescent Substance Users and their Caregivers.

Professional psychology, research and practice·2016
Same author

Defeating feature fatigue.

Harvard business review·2006
Same journal

The Case for Capitation.

Harvard business review·2016
Same journal

How to Pay for Health Care.

Harvard business review·2016
Same journal

How to Preempt Team Conflict.

Harvard business review·2016
Same journal

The Secrets of Great Teamwork.

Harvard business review·2016
Same journal

Leading the Team You Inherit.

Harvard business review·2016
Same journal

Wicked Problem Solvers.

Harvard business review·2016
See all related articles

Focusing on customer equity over brand equity is key for long-term profits. Companies should adopt new strategies to manage customer relationships effectively for sustained growth.

Area of Science:

  • Marketing Management
  • Consumer Behavior
  • Business Strategy

Background:

  • Many companies prioritize brand equity, but this can conflict with growing customer lifetime value.
  • Examples like Oldsmobile show the risks of focusing on aging brands instead of new customer acquisition.

Purpose of the Study:

  • To highlight the inconsistency between brand equity focus and customer equity growth.
  • To propose actionable tactics for aligning marketing management with customer lifetime value goals.

Main Methods:

  • Analysis of marketing management practices in large consumer-goods companies.
  • Case study examples, including General Motors and Oldsmobile.
  • Development of seven strategic recommendations.

More Related Videos

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
08:27

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Published on: September 27, 2019

7.0K
Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
06:30

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Published on: May 24, 2019

5.5K

Related Experiment Videos

Last Updated: Oct 22, 2025

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos
06:45

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos

Published on: May 29, 2020

4.3K
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
08:27

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Published on: September 27, 2019

7.0K
Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
06:30

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Published on: May 24, 2019

5.5K

Main Results:

  • The traditional focus on brand equity can hinder customer equity growth.
  • Seven tactics are proposed to shift focus towards customer equity.

Conclusions:

  • Shifting from brand-centric to customer-centric strategies is crucial for sustained business success.
  • Implementing tactics like customer segment management and individualized data analysis can enhance customer equity.