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News Release from: FIZ Karlsruhe, STN Europe
Edited by the Processingtalk Editorial
Team on 22 July 2003
Eusidic Annual Conference 2003
Building customer loyality: the branding imperative, a conference in Prague, Czech Republic, from 19-22 October 2003
The rules of successful branding apply to all us, including those in the information industry They are the cornerstones of building customer loyalty
This article was originally published on Processingtalk on 18 Mar 2003 at 8.00am (UK)
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A brand is the embodiment of the core ideas associated with a product or service.
Like it or not, all products and services, as well as professionals offering their expertise, represent a brand.
Brands are determined not just by the quantifiable aspects of what is offered -- such as benefit and price - but also by the more subjective issues of image, reputation and emotion.
People make purchase decisions both rationally -- what can be done for them -- and by simple sentiment.
We can either seek to control what our brands mean by proactively managing the process of engineering and communicating our desire attributes, or we can allow our brands to take on a life on their own - and suffer the sometimes disastrous consequences.
We all, in short, must be our own brand managers.
We must pursue the art of branding to build relationships with our customers and patrons that stand the test of time and competition.
With the information industry undergoing great change, and the role of the information professional likewise being reconfigured, understanding the branding imperative has never been more crucial.
You are invited to join us at the 2003 EUSIDIC Conference in Prague and explore how the branding imperative impacts us in the information business.
Service providers and aggregators will share their experiences in building brands that extend across boundaries and resonate with varied users group.
Information professionals will offer insight about how branding within an organization can help enhance an information centre's or corporate library's standing.
Strong customer loyalty does not happen on its own; it must be earned and nurtured.
In Prague, you will learn what the difference astute branding can make. Request free introductory details about products from FIZ Karlsruhe, STN Europe ...
For more information on the conference and on-line registration, please check our website at http://www.eusidic.org.
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