A brand is a unique identity and resembles a person that you wish to know or closely resonate with. As a consumer, you buy into the long-term charm and promise of brand values. Kotler, David Aker, Drucker have all spoken of this in detail.
Corporate India has built many iconic brands like the AI Maharajah, Tata 501 soap, Maruti 800, Lakme, Liril etc. Each one is sculpted with specific identities and has remained undiluted over the decades coupled with an unrelenting base of consumers and fans. Sin goods such as Old Monk, Gold Flake, Willis, are also shining with their dedicated pool of consumers for the past 5-6 decades. Many of them don’t even advertise much. Yet, they command loyalty.. Continue reading Brand loyalty – Bridging the Gap between Customer and Brand!
