how to create sustainable brands Free Essay, Term Paper and Book Report
INTRODUCTION
The value of brands resides in the minds of those who use them. Brands may start life in planning documents but ultimately they rest in the minds and hearts of people. Brands are thus much more than just logos or names. They are the culmination of a users total experience with the product or service (or company) over many years. That experience is made of a multitude of good, neutral and bad encounters, such as the way a product performs, an advertising message, a press report, a telephone call, or a rapport with a sales assistant. In a wider sense, a brand is the effect on the user of everything the company does and how it behaves. It is not the responsibility of one department but of the whole organization. Every employee influences brand encounters. Get it right and the brand strengthens, users become more loyal, shareholder value increases, business partners are attracted and employees enjoy a better environment. Every stakeholder has a stake in the brand.
WILL THE INDIAN BRANDS SURVIVE?
A product is what a company makes. A brand is what a consumer buys. A br......
Word Count: 6782
Page Count: 27.1 (250 words a page / double spaced)
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