A brand has become indispensable in every aspect of a customer’s life today. For a brand to be successful and enduring, a company should consistently focus on increasing the brand’s lifespan by constantly reinventing, revitalizing, and reinforcing the brand. The companies that engage in branding measures achieve enhanced performance, higher product visibility, and increased product awareness in the marketplace which, in turn, generates brand equity and surplus revenue. Thus, a company practicing innovative brand building strategies can leapfrog competition by increasing its brand’s lifecycle and becoming an immortal brand due to customer satisfaction, enduring customer loyalty and emotional appeal. This book is designed to provide an elucidation of the role played by branding in gaining marketplace excellence to outperform competition. It throws light on various branding trends that are used by companies to steer themselves towards success.
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