Securing Brand Loyalty In Customers' Minds
April 9th 2008 05:51
Marketing introduces a brand to the consciousness of the target customers. The most compelling reason why brand building has become so important in today’s market, in the words of marketing educator Dr. Karen V. De Asis : "Time has become a most expensive individual resource, gawking over merchandise, checking each and every stock item in a category and spending hours in the retail area is no longer a practice of the new-age consumer. Thus, the importance of getting the brand in the mind of the consumer, to be part of his initial selection even before stepping into retail space."
De Asis is the author of a marketing book, "Color Folders in the Mind : A Branding Story" containing a wealth of insights into brand building. The book begins with a discussion on how important it is for a brand to secure a space in the mind of consumers and how this space is ultimately defined by a brand story and value proposition. These defining factors are the basis used by consumers in choosing a particular brand over others. The author highlights the importance of market research in building strong brands, identifies un-served and underserved markets, including potential target markets, the silver citizen, male homemakers, and ethical consumers. Finally, the book emphasizes the importance of top-level support in successful brand marketing.
De Asis is the author of a marketing book, "Color Folders in the Mind : A Branding Story" containing a wealth of insights into brand building. The book begins with a discussion on how important it is for a brand to secure a space in the mind of consumers and how this space is ultimately defined by a brand story and value proposition. These defining factors are the basis used by consumers in choosing a particular brand over others. The author highlights the importance of market research in building strong brands, identifies un-served and underserved markets, including potential target markets, the silver citizen, male homemakers, and ethical consumers. Finally, the book emphasizes the importance of top-level support in successful brand marketing.
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