¡°Effective brand management influences buying decisions- true or false? While you ponder over this let me share my belief, if the sales are sky rocketing then probably its true (of course I have taken into consideration the 75% discount offer). If the sales aren't going anywhere then definitely your Brand Manager has to go somewhere. Still pondering, no problem!

Well I am of the opinion a customer does not spend too much time (cares two hoots) thinking about effective brand management when he/she has a choice to make, while buying. In today's age and DNA a customer solely relies on INFORMATION for making a conscious purchase decision. This information is the ultimate decision driver for a purchase and has to be also immensely gratifying for the buyer.

But what is this information? It certainly isn't the specs of the product, usage, expiry date so on and so forth, or for that matter all the Hullabaloo that a brand does. This information has to be aggregated from understanding your customer, understanding their need to buy. Customers want a solution for their problems; they want a brand to understand the constraints/shortcomings of their home, environment, family etc. Their preferences, they seek an emotional connect of some sort over and above value that they derive from their purchase. Once in groove with all this, automatically you arrive at customers need to buy.

This information could be well disseminated through multiple ATL and BTL initiatives. However, what remains of paramount importance is the ownership and execution of dissemination by brand owners, managers, communication creators.

Once this information is sorted (making the customer the co-pilot in your sales process) by a brand/ sales consultant by default relationship with customer is enhanced and not to forget the value that the customer derives.

Trust me brands this will work in any scenario, where something needs to be sold. Sales does not begin with a ‘NO' it begins with ‘UNDERSTANDING'

Tags & Keywords : brand, Marketing, Brand Management, Brand Equity, Sales, Customer