It takes time to build corporate image. It is not build overnight. It demands a lot of commitment towards the consumers. Companies should carry out continual research to find out what actually makes the consumer tick and take their services accordingly. The high churn rate among consumers from one product to another, clearly suggests that currently people do not trust and stick to any of the brands for the long run.

Brand value is not an isolated concept. Brand value develops when a company has the "Right Technology", "Right Image" and a "Strong Consumer Pull. These three factors, in the right proportion, can create a strong brand value and difference.

The telecom industry has to offer "Service and a service with a difference". Without proper service a mobile company just cannot survive, as consumers will soon desert it. For example: Today, when everybody is accessing their email accounts on their mobile handsets with Yahoo mail and Gmail, Email@mobile created the big difference by offering its users a free service to create mobile email ID from ones basic mobile handset without being limited to the PC.

It actually made a great difference for the mobile population who had the need to access their email accounts but did not have a PC like the students, sales executives or senior/retired citizens to create their email IDs and benefit from the advantages of mobile email.

Thus the mobile Industry and their advertisers should therefore nudge themselves out of the narrow focus of building a huge customer base in the short term based on universal attributes. They should instead move towards developing a communication strategy for the long run that would build on their unique attributes (tangible/ intangible) so as to build loyal clientele among specific target groups.

Page 2 of 2 :: First | Last :: Prev | 1 2 | Next