बिजनेस स्कूल के छात्रों को पढ़ाया जाता है-
‘‘ब्रांड यानी उत्पाद विशेष का नाम एक ट्रेडमार्क।’’
वेबस्टर्स शब्दावली के अनुसार ब्रांड यानी...
''A mark Burned on the Skin with hot iron.''
हिंदी में इसका भावार्थ है...
‘‘व्यक्ति के शरीर पर उसकी पहचान दाग देना।’’
यही इस पुस्तक का सार है ।
ब्रांड किसी उत्पाद का केवल नाम नहीं होता । उसके उत्पादक का पैटेंटेड ट्रेडमार्क भी नहीं होता । ग्राहक जब ' फेविकोल ' खरीदता है तो उसके साथ इस विश्वास का मूल्य भी चुकाता है कि इसका जोड़ निकाले नहीं निकलेगा । एडीडास या बाटा के जूते हों, मैक्डॉनल्ड्स के फास्ट फूड हो या बाबा रामदेव की ओषधियाँ-ग्राहक इनके साथ एक भरोसा खरीदता है । ब्रांडेड उत्पाद केवल वस्तु का मूल्य प्राप्त नहीं करते, वे एक भरोसे' एक विश्वास की कीमत भी वसूल करते हैं । वही ब्रांड मार्केट लीडर बनते हैं या लंबी पारी खेलते हैं, जो अपने पर ' दाग ' दी गई ' पहचान ' को एक बार नहीं, हर बार सही साबित करते हैं ।
ISBN: 9788173158797
Pages: 184
Avg Reading Time: 6 hrs
Age : 18+
Country of Origin: India
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