Brand values can be established as a brand identity, if the consumers also believes in it. A brand making claims is not sufficient, it has to deliver and then the consumer decides through its own measures of authenticity by experience. His satisfaction will aid in brand differentiation and consumer engagement. Building a brand and sustaining it is no more an easy task.
Consumer wants a reason-to-buy at all, to create buying impulse is tough task with many “Me too ‘s” around
Differentiation is in the Value. Just creating awareness about the brand is no more a customer puller. The differentiation in terms of product and service offering is critical for success --meaning sales and profitability.
Consumer expectations are growing. Those brands that understand where the strongest expectations exist will be the brands that survive - and prosper. The hollowness of the brands exposes more easily during the recessionary phase.
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