Abstract
With increased global competition, it has become essential for leaders in every industry sector, from commodities to consumers packaged goods, to understand the new and emerging theory and practice of customer service for successful deployment of brands. The brand has become a strategic business concern for every senior corporate executive and board member. This research explores how a customer-centric approach makes a brand not only stronger but also on a path to profitability. This research mainly examines how successful boardroom leadership connects the customer to the brand through its motivated associates and all of its stakeholders. The purpose of this study is to demonstrate how emerging self-broadcasting customers become devotees of a brand by experiencing it on a deeply emotional level over time, and cementing their loyalty to the products and services of their choice. The final sections discuss the limitations of the exploratory study by providing conclusions, and ideas for future research for branding effectiveness.
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