Track2Realty Exclusive: Once a promise has been defined, all the customer touch points need to be mapped. Everything from the website to marketing collateral to what the CEO says about the company to how the telephone is answered at corporate headquarters should reflect the promise of the corporate brand.
Track2Realty Exclusive: So if there is a real estate brand in India that wants to fully realize the benefits of branding to drive its business forward, what is the way forward?
Track2Realty Exclusive: As a brand management professional, I am often asked as to which industry in India needs branding the most. Without any second thoughts, my answer is real estate. Prima facie that may sound very counterintuitive as real estate is after all a big advertising spender.