Wednesday, July 9th, 2008
For a great brand, customers will drive the extra mile, pay the extra dollar, and refuse to consider lower priced “me too” offers from competitors.
But what is it that commands this kind of loyalty? The answer is simple: customers are loyal to great brands because those brands deliver great experiences. As it gets harder and harder for companies to stand out through unique product features or technology, strong brands consistently provide distinctive, high quality customer interactions that low cost competitors cannot easily duplicate.
How do they do it? By engaging employees in a continuous strategy to maintain high standards across every area of the enterprise — sales, customer service, marketing, and operations – right down to the fork lift drivers in the warehouse. Those employees are the ones who shape perceptions, by creating the experiences customers value enough to return to the brand time after time.
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Wednesday, July 9th, 2008
A brand is a name or symbol used to identify the source of a product. When developing a new product, branding is an important decision. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity.
What is Brand Equity?
Brand equity is an intangible asset that depends on associations made by the consumer. There are at least three perspectives from which to view brand equity:
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Tuesday, July 1st, 2008
It is vital that the organization takes the development and maintenance of the disaster recovery or business continuity plan seriously. It is not one of those tasks that can be left until everyone has time to deal with it. A serious incident can affect the organization at any time and this includes the next 24 hours!
The contingency plan needs to be developed by a team representing all functional areas of the organization. If the organization is large enough, a formal project needs to be established, which must have approval and support from the very top of the enterprise.
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