Effective Brand Management Through Consumer Profiling Using Clustering RCM Bhubaneswar

The corporate brand is viewed as an important profile builder for corporations, it can imbue a corporation with a distinctiveness that is not readily matched by competitors. It can be one of an organization’s most coveted and cherished assets. For customers, it serves as a guarantee of expectations, much like an informal contract (Balmer et al., 2006). A brand is a set of perceptions from the differentiations among the brands ( Aaker, 1991).

Brand perceptions determine the expectation the customer has of a brand, an expectation that presents the customer’s feeling towards a very specific experience that is promised by the branded product. Hence it is vital for the organization to establish a link between the corporate brand name and the individual product brand.

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