Items tagged “National Chains”

It can be a company’s worst nightmare when a consumer is indifferent with respect to their product. If there’s nothing compelling to convince consumers to choose between one product over another, price or possibly the flip of a coin may decide the purchase. Branding instills confidence, manages expectations and is the foundation for establishing loyalty. Consumers seek out established brands, which in turn motivates retailers to seek out these brands to sell in their stores.

In marketing, perception is reality. Ironically, the perception of marketing is nothing like the reality. Marketing is one of the most underestimated and misrepresented activities in the business world. It’s often seen as superfluous and expensive. It’s often confused with sales and/or assumed it’s synonymous with advertising. Finally, it’s assumed that initiatives need to be tracked in order to justify each individual investment. In reality, marketing is one of the most important activities a business can conduct.