The success of a brand is dictated by its acceptance by consumers and consumer acceptance is dependent on whether or not the brand understands the consumer needs and fulfills them consistently. Brand building is very important for retaining the customers.
When a brand is being launched, it is very important to understand the consumers and figure out what will attract them to the brand.
If it is an established brand that is growing at a slow rate relative to the market, understanding consumers will help the brand to rejuvenate itself, with a new variant, or a new version.
Just as the consumer puts a face to an organization by using the brand as the recognition device, it is the responsibility of the organization to recognize its consumers. The organization should know who the regular users of the brand are? Who are the lapsed users of the brand? Why the users are continuing to use the brand and why the lapsed consumers have stopped using the brand?
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