Brand Success Brand Switch Principles & Strategies
The era of Brand Switch is here upon us. For many years, product and service marketers felt customers were there with them for life, and started taking brand loyalty for granted. However, there has been a transformation in the Indian market and consumers today are now loyal to ‘perceived value’ and not necessarily to brands. Due to intense competition and a wide choice of brands, every Indian consumer today is equipped with what the author calls ‘an imaginary remote control’. With this imaginary remote control, the consumer explores various brands only momentarily and evaluates them according to the perceived value he is getting. This is not to say that brand loyalty can no longer exist. However ‘perceived value loyalty’ will precede brand loyalty. Only after a thorough assessment would a consumer settle for a particular brand. The author has recommended a unique way to gain, retain and regain consumers through his Brand Switch Module™. Jagdeep Kapoor’s Brand Switch Module™ recommends strategies to convert, attract, increase, retain and reconvert customers leading to increased sales, market share and profits.
Author: Kapoor Jagdeep
Publisher: Jaico Publishing House, India
Publish Year: 2010
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