Category: Brand development
Brand Development is a necessary process that companies take in order to have a good business profile.
Hislop defines branding as: “the process of creating a relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generating segregation among the competition and building loyalty among customers.” In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfilment of customer expectations and consistent customer satisfaction.
Brand management is a function of marketing that uses special techniques to increase the perceived value of a product. It enables the price of products to grow and build loyal customers through positive association or through brand awareness. This aims to create an emotional connection between products, companies and their customers and constituents.
Brand managers create strategies to convert a suspect to prospect, prospect to the buyer, buyer to the customer, and customer to brand advocates.