By Harsh V Verma
This ebook goals to dispel the cloud of those peripheral matters and make clear the principles on which robust manufacturers are outfitted, with a unique specialise in the higher-order attach among the customers and the manufacturers. With assistance from India-based examples and illustrations, the publication analyzes why manufacturers became essential in our lives. It communicates the main options of branding and branding method with an optimal measure of lucidity.
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Extra info for Branding Demystified: Plans to Payoffs (Response Books)
This relationship building approach need not be limited to consumers. Rather firms must evolve like a network of partners who collectively come together to satisfy particular customer needs. The most visible sign of companies seeking to build long-term alliances with customers is the use of membership cards. New retail chains like Shoppers Stop, Reliance Fresh and Big Bazaar attempt to get valued customers into their relationship building programme by offering them privileged membership cards. Relationship marketing emerged as a strategy only when marketers discovered that customers cannot be taken for granted.
These four situations could be illustrated by four consumer buying situations: 1. Maruti Suzuki repeatedly buys tyres from Goodyear and prefers its supplier for its support, trust and partnership. A homemaker gives her child Bournvita because the child likes its taste and nutrition and it is her mother’s trusted brand and she herself grew on it. 42 branding demystified 2. A household buys monthly groceries from a nearby store but finds its services to be just acceptable but the location is convenient.
Drucker (1973: 64–65) clarified that selling is not marketing. It is not even a big part of it. In reality true marketing makes selling superfluous. ’ When marketing is done in its right spirit then the outcome is the creation of brands that customers pull automatically without any need for pressure being exerted to overcome customer resistance. Power brands enjoy great customer pull. Brands like IBM, Intel, Pantene and Sony are labels that set apart one marketing system from another. Customers know they can be trusted.
Branding Demystified: Plans to Payoffs (Response Books) by Harsh V Verma