Effective Brand Management Through Consumer Profiling Using Clustering RCM Bhubaneswar

[The corporate brand][1] 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][2] 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.


[1]: https://rcm.ac.in/effective-brand-management-through-consumer-profiling-using-clustering/
[2]: https://rcm.ac.in/