4

understanding the consumer

Organizations exist for one purpose—to meet human needs. Thriving organizations do that exceedingly well. Venerated organizations have managed to meet evolving human needs over a long period of time. All of an organization’s revenues and profits result from one thing—customers who are willing to pay money for products and services that meet their needs. Therefore, any brand management initiative, any marketing initiative, and indeed any business or organizational initiative must start with a solid understanding of the customer.

Defining the Target Customer

Focus is an important part of a brand’s success. Brands focus on a target customer and often narrow their focus to a particular customer need segment. As mentioned ...

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