The Soft Power of Brand

Brands are considered one of the most effective and efficient influencers of marketing; return on investment. The soft brand power refers to the brand capacity to create relationships with different stakeholders.

Brands can create strong relationship with consumers (CBR) and employees (SBR). Based on recent research results, the workshop will show why and how the consumers can create bonds with the brands they buy or they don’t buy. We will explain why and how salespeople can create relationships with the brands they sell; finally we will present the impact of CBR and SBR for the company’s performance.

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