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Brand Positioning and Value Creation

In: Competitive Branding Strategies

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  • Rajagopal

    (EGADE Business School)

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.

Suggested Citation

  • Rajagopal, 2019. "Brand Positioning and Value Creation," Springer Books, in: Competitive Branding Strategies, chapter 0, pages 73-104, Springer.
  • Handle: RePEc:spr:sprchp:978-3-030-24933-5_3
    DOI: 10.1007/978-3-030-24933-5_3
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