Dr. Mahmoud Abdulai Mahmoud, a Senior Lecturer of the Department of Marketing and Entrepreneurship of the University of Ghana Business School (UGBS), has advised small businesses to remain focused in their attempt to build strong brands. He was speaking on Radio Univers 105.7 Business Trends on Friday 16th June, 2017.
Dr. Mahmoud mentioned that brands do not just exist in vacuum, but are rather consciously built and managed over time with consistency and quality. This according to him, is to keep them relevant and appealing to the target market. More importantly, he emphasised “Branding is relevant yesterday, today and tomorrow and as such there is the need for organisations to remain true and consistent with their brands”.
The brand promise, Dr. Mahmoud noted, must deliver a consistent customer experience since consumers do not easily forget a bad experience. He added that organisations should connect emotively with their customers to build trust and loyalty because brands have soft and hard aspects, where the hard aspects are all the physical evidences connected to brands.
Advising small businesses, Dr. Mahmoud entreated them to remain focused and patient in order to build successful brands. “Create a tag line in order to stand out, be patient in building your brand and above all, seek help in developing the brand if need be” he said.
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