This book aims to dispel the cloud of these peripheral issues and clarify the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the prospects and the brands. With the help of India-based examples and illustrations, the book analyzes why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy with an optimum degree of lucidity.
Chapter 10: Power Branding: Unequal among Equals
Power Branding: Unequal among Equals
The rise of branding as an important business decision has not been without reasons. The waves of change hitting every day at the business shores diminish the effectiveness of working formulae. Businesses look for perpetuity amidst change. Although managers assume the mantle of steering a business into endless life by devising appropriate strategies, the ultimate arbitrator of the business's fortune is the consumer. Connecting with the chosen consumer is the hall mark of marketing strategy. Marketers act as a linking pin between the consumers on the one hand and the system supplying value on the other. The business model that evolved in industrialisation has undergone a drastic change. Both the supply and the demand side operate ...