A successful brand cannot be created by the inspiration of other successful brands. It cannot waste money on advertising and sales promotion, nor should it expect its consumers to be satisfied or loyal unless they refer the brand to its circle.
These notions were shared by Sri Rajesh Srivastava, Former President, J K Helene Curtis Ltd. while delivering a special talk at an event organized by D.J. Academy for Managerial Excellence (DJAME) and Coimbatore Management Association (CMA). He spoke on the topic, ‘Creating a Winning Brand’
Rajesh said a brand aspiring to be successful should not expect their customers to think about their brand rather they should fall in love with the brand, and most importantly these brands should use survey tools how much ever they grow. “What cannot be measured cannot be improved,” he said.
To measure that there are standard tools that will help in evaluating customer experience like the Four delta test, Net Promoter Score and Customer Effort Score.
The session was followed by a Q&A session. Students and Faculty members of DJAME, other institutions and CMA Members took part in this interaction initiative.