Brand Positioning and Value Creation

Abstract

Customer-centric branding is a strategy that enables customers to perceive the core benefits of the brands, appraise the brand design, and develop association with the brand. Consumers have various brand preferences; therefore, one brand does not fit all consumer segments. Most companies in the twenty-first century are engaged in developing customer-centric brands by considering preferences of consumers by gender, age, need, peer culture, purchasing power, and the potential of experimenting with new brands. Customer-centric branding companies make long-term investment in developing a strong base of their customers to sustain in the market competition. A useful analogy might be a portfolio management company in telecommunication industry, managing diverse brands associated with providing telephone, the Internet, and television channel services. These brands are all important in delivering long-term value as individual and combined brand portfolios, but they behave in fundamentally different ways, and the overall value of the portfolio is maximized by managing these brands differently.