Brand Management
As viral marketing has proven, in today's flat, connected world word-of-mouth
(WOM) is now more important than ever, both to promote the brand and to potentially damage the brand.
Nowadays a good brand is more important than ever for success. In today's IP-based world, intangibles such as brands, customer relationships, designs, employee knowledge are worth far more than any physical assets. Ensuring that customers have a good experience when they interact with the organisation, behind a brand, is probably almost as critical as the product itself and if the product is a service, then it's even more critical, since the interaction experience itself, is probably a large component of the service.
Please see previous section Customer Experience Management.
