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18 BRAND REAL are no different. Southwest Airlines has prospered by not doing some things that other airlines do: no assigned seats, no first-class cabin, no meal service. These omissions are not marketing gimmicks, they are fundamental service decisions that drive the business model and they contain memorable attri- butes that make the brand salient because they support the brand's promise to deliver great value through low fares and friendly service. CH O O S E O R L O S E Why Brands Must Link Promises to Tough Choices Think about the brands that you admire the most. Chances are that you admire them for a few specific things they promise to do extraordinarily well. In order to do those things extraordinarily well, they choose to do