People who closely bond with a brand identity are more likely not only to repurchase what they bought, but also to buy related items of the brand, to recommend the brand to others and to resist the lure of a competitor's price promotion.

The Business of Branding

With companies across all retail channels vying for convenience customers, the pressure is on c-store operators to protect their market share. By Greg Ehrlich, Contributing Editor. As the convenience store industry continues to evolve, one area that is demanding greater attention is brand image. Once a concern primarily for larger chains, brand image is a