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It is Kevin Keller and Simon Sinek who inspired me to write this book via the Sinek-
Keller Brand Equity Model, also known as Customer-Based Brand Equity (CBBE).
Ideas first trickled, and then gushed forth when I read their works.
Haven’t you heard of the Sinek-Keller Brand Equity Model? Wait till you come to
‘Deliberation – 1’.
The concept behind CBBE Model is very simple: in order to build a strong brand,
you must take control of how padocumers (i.e. patients as consumers and doctors as customers, a new term which I have introduced in this book) think and feel about your brand. You have to build the right type of patient-doctor experience (PDX) around your brand so that padocumers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it. Ultimately, ‘brand resonance’ will move to the top of the brand equity pyramid because it’s the most difficult – and the most desirable – level to reach. You have achieved brand resonance when your padocumers feel a deep, psychological bond with your brand.
When your brand resonates with the doctor, they will prescribe more for you.
Not just that; they will recommend your brand to their seniors, their peers, their
followers. They will become your brand advocates.