All businesses operate within an environment of change. One of the most important aspects of change is the change in the marketplace as customers become more demanding. Marketing is the process which involves identifying existing customer needs and requirements, with anticipating future changes.
We need to know on how to identify the basis of emotional benefit that consumer associated — feeling proud to be a part of the culture created by the brand, even when the business environment had become extremely challenging. This association was incredibly valuable to the brand and virtually impossible for competitors to duplicate.