Improving Customer Relationship Management:
They must have a personal connection with the customer in order to build sales in the future (Weitz & Bradford, 1999). This will enable the company to build brand recognition. There are many theoretical and research models that are proposed for this purpose. They all point to the fact that the consumer’s relationship towards company is fundamental requisite for sustenance of the brand (Verhoef, 2003). The relationship with the consumer should not only be restricted to the transactional level but also they should be able to relate to the product. The brand must have an emotional connect with the consumer. They must have a feel of ease of utilizing the brand.
Improving brand recognition
The average consumer must be able to have a human connect with the product. Only then will the consumer become a patron of the product. All the theories and research models stresses on the need for interpersonal consumer relation to increase brand value and recognition (Percy, & Rossiter, 1992).The brand must create a positive anticipation (Colgate, & Danaher, 2000). They should be marketed and promoted in such a way that the consumer feels happy on buying the particular brand. There must be an emotional attachment. If the marketing team of the individual companies fails to create a positive vibration it will lead to negative anticipation of the brand. The products that are sold must have an ease of access, must be simple and must provide the services as marketed (Kock, 2005). The products must be relatable to the consumer base. This is the key to positive brand recognition.