Whatcompanies come to mind when you think of the world’s most respected brands? How do you think these companies became the most respected brands? If you answered “marketing” or “advertising,” you are only partially correct. The full answer is “customer experience.” A brand can be seen as “an identity or image considered as an asset.” In some cases, the “brand” now suggests values and promises that the consumer may perceive and buy. When people talk about brand management, I think of going through different phases of brand maturity. Marketing and advertising influence the first two phases as they try to impress buyers. To achieve the third phase, brand loyalty, companies must provide consistently excellent customer service.