Branding Demystified: Plans to Payoffs (Response Books) - download pdf or read online

By Harsh V Verma

ISBN-10: 8132102347

ISBN-13: 9788132102342

This e-book goals to dispel the cloud of those peripheral concerns and make clear the principles on which robust manufacturers are outfitted, with a different specialise in the higher-order attach among the customers and the manufacturers. With assistance from India-based examples and illustrations, the ebook analyzes why manufacturers became integral in our lives. It communicates the most important innovations of branding and branding method with an optimal measure of lucidity.

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Extra info for Branding Demystified: Plans to Payoffs (Response Books)

Example text

The markets ensured perpetual supply of fresh customers. The marketing efforts focused on customer attraction. Demand generation guided marketing efforts for long until market saturation set in. As long as customers could be created with ease there was no motivation to look at what happens after they are scooped in from the market. But when the marginal rate of return of resources spent on customer attraction began to seriously decline with dwindling catch rate the attention shifted from attraction to retention.

Branding also becomes a post production process of christening a nameless, indistinguishable 26 branding demystified and unidentifiable product. It boils down to an entirely creative endeavour in wordsmithery and artistic expression. Brand names and symbols appear to be brands but a deeper understanding of the branding process reveals that these are actually the currency of communication that marketers use ‘to talk’ with the consumers or buyers. They are signifiers of what the brands stand for.

The marketplace had undergone a sea of changes nothing short of a complete transformation. Private airlines like Kingfisher, Jet, Go, Indigo, Paramount and Spicejet arrived on the scene and had bitten a bite big enough leaving the incumbent Indian Airlines worried and concerned. And these new players’ appetite for the market share does not seem to be ending. The cut in the pie had been growing year after year. It was not only competitors that were the cause of concern. Consumers had now tasted new service standards.

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Branding Demystified: Plans to Payoffs (Response Books) by Harsh V Verma


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