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The Value Beyond the Transaction
By: Kaitlin T. Gallucci
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Brand recognition is important, but it isn't everything. Describing Gap, Interbrand wrote that the retailer "enjoys extremely high brand recognition, but has been adrift for some time." Recognition alone doesn't resonate. Storytelling does.

As Interbrand explains in its 2012 Most Valuable Retail Brands report, "if shoppers were only interested in price, there wouldn't be much retail... different people value different things when it comes to acquiring goods. The trick is to find the value beyond the transaction."

According to Interbrand's report, Gap's brand value has increased since last year, due mostly in part to an authentic storytelling campaign relaunching its line of 1969 jeans.


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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