Thought Leadership: Building brand equity by delivering customer solutions

By Damallie Nalukwago   What is little understood generally is the importance of operations in brand building. The perception seems to be that brand building is about logos and fancy advertising. That is only part of the story. The components of a brand are building awareness, creating favorable associations and ensuring positive customer experience. When these are done well and consistently, brand loyalty is built, leading to more sales, through repeat engagement and customer referrals. The company’s marketing and communications function ensure the first two – building awareness and creating favorable associations, but it is Operations function’s day-to-day interactions with customers…