Download Customize The Brand by Nilson T.H. PDF

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  • April 20, 2017
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By Nilson T.H.

This publication explores the more and more vital subject of brand name development in the one-to-one suggestion. It explains how you can in attaining what all retailers dream a couple of services or products custom-made for every person buyer that's either a very good worth for the client and a ecocnomic enterprise for the manufacturer. It makes use of functional instruments and case reports to teach how a firm can optimize its model advertising and marketing assets.

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It is crucial to the credibility of the company that this understanding is maintained all the time, and one way of doing this is to have an attitude of individual attention, an implementation built around the individual and common sense among all staff, especially those in direct contact with the customers. Segmentation models such as the one shown above can potentially be seen as manipulation. To avoid this it is of course essential to follow all relevant guidelines and if appropriate introduce more stringent ones to protect consumer and customer privacy, and only use the data for the purpose of delivering a better product.

The numbers quoted above from the grocery trade is an indication of a general trend. Sector after sector see similar fragmentation. The number of banks and the products they offer as investment opportunities have multiplied in almost all countries; utilities like water and electricity, not to mention telephones, can be bought from a variety of sources while in the past there was one or two suppliers in each area. And, there is very little indicating that the trend will reverse. Over time, almost all markets fragment, at least as long as there is not a decline in total demand that can force some companies and brands out of a market.

The media are different, the demands are different, the marketing mix has a different emphasis, etc. More companies have also come further down the road toward customized branding in business-to-business than in consumer marketing. The reason is, again, structural. It is easier to 28 Customize the Brand customize your offer, both in delivery and communication, if you deal with a smaller number of clients. If the business is selling nuclear power plants, the number of customers are limited, each product or service package is carefully customized to each individual customer, and in communicating with the client and the supplier has no doubt segmented the communication.

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