If you still doubt the value or even the legitimacy of branding, watch how readily Toyota recovers from their staggering recall. Unless they continue to mis-engineer their products, all the company must do is extend respect, heartfelt apologies, offer an incentive or two and most Toyota fans will keep coming back. And the marketplace will continue to pay a premium for this brand.
Without branding, the company would be mortally wounded.
Meanwhile, today thousands of mid-size manufacturers across the country will charge through their daily lives with their heads down, keeping their fingers crossed, unprotected by such brand equity. When their recall comes, their businesses will be much more likely to fail, because a similar product manufacturer is right is around the corner.
If you are the leader of such a company and you doubt this can happen to you, ask your customers. Branding beats just keeping your fingers crossed.
jb
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