Effective Brand Management through Consumer Profiling using Clustering

As corporates proceed to develop new product brands, changing market and consumer situations throw up the need for relooking at age-old branding strategies and corporate beliefs. Increased competition, more informed consumers, changing global scenarios and economic condition have brought into focus the need for developing strategies to increase value for the consumer, thereby increasing organizational profitability. Organizational investments in corporate brand identities have increased manifold over the recent years. Realizing the value of corporate brand identities has made big corporate make sizeable investments to enhance their brand images. Allowing new product brands to contribute to these brand images now appears to be important.