Customer centric branding by leveraging corporate brand identity and consumer brand knowledge

Abstract

This thesis aims at identifying attributes of the identity of a brand and then proceeds to study the functions a brand performs for a consumer. The entire research focuses on the Consumer-Brand relationship and identifies the six strategic brand functions of Emotional Connection, My Life style and Image, My Perception, Consumer Brand Knowledge, Trust and Responsible towards the Customer. The study has explored the effect of two focal functions of Consumer Brand Knowledge (CBK) and Consumer Brand Emotion (CBE) on Consumer-Brand relationship. The dynamics of customer centricity are complex and need an integrated approach rather than thinking in silos. The brand functions are used to create a brand customer centricity calculator which is subsequently used to calculate the level of customer centricity of 50 brands.