Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July09-Article4-Building Brands By Helping Others Win
- Price : 80.00
- Published on July 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
A basic decision in marketing products is branding, in which an organization uses a name, phase, design, symbol, or a combination of these, to identify its products or services of a business and distinguish them from those of competitors. Brand is a means of differentiating a company’s products or services from those of its competitors. A good brand helps company charge premium price for their products or services, since customers prefers to buy good branded product and they will be loyal customers. There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal to that brand. Therefore, it is important for the companies to build brand. At this juncture it better remember MacDonald’s quote that is emphasizing the relationship as an importance factor in building a brand “…it is not factories that make profits, but relationships with customers, and it is company and brand names which secure those relationshipsâ€. Businesses that invest in and sustain leading brands prosper whereas those that fail are left to fight for the lower profits available in commodity markets. In the globalised business environment every business wants to be a customer's first choice. Therefore building and managing a brand can play a significant part in making that happen.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.