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Brand Integrity - Assignment Example

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The authors of the article are of the opinion that if the focus is only on profits, the brand may lose its customers. It is therefore important…
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Brand Integrity
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"Brand Integrity"

Download file to see previous pages He should communicate with the employees, and recognize their contribution towards the brand promise. In an unfavorable economic environment, holding on to the loyal customers is the key to success.
The article poses five questions as part of the ‘Excellence Audit’. These questions focus on team members being committed to a common cause and giving in their best to achieve that cause. This audit uncovers the strengths and weaknesses of the organization with the help of quantitative data. A quiz comprising of ten questions that helps examine how connected the employees are to the brand promise is also mentioned in the article.
The article puts forth a potentially controversial argument that the customers come second and that, in reality, employees of the organization who serve these customers come first. The article, through a dialogue conveys that the marketplace customer is “first” but the employee serving the customer is “more first”. The internal ambience, excitement, exuberance and spirit of the organization should create that magnetic pull on the customer, asserts the article. The article also suggests that every employee has the potency to become a leader if the leadership development process is initiated early.
When the business environment is not propitious, say there is a recession, cost cutting, layoffs are a common phenomenon. The pressure on profitability may lead managers to ignore the needs of the employees as well as the customers. I feel that gains obtained by compromising the brand promise or not treating the employees in a fair manner would be short-lived. An organization gains the most through its loyal customers. It is important to remember that customers will remain loyal only if the brand delivers on its promise. Thus, any attempt to hoodwink the customer will have adverse consequences on brand performance.
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