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interesting read. will wait for the remaining articles.
It's true that brand to a great extent is what customers perceive it to be but that I believe is when a brand is emerging; once famous, then the customers are made to perceive what a company wants them to. Many people then become followers of a particular brand to simply satisfy their *brand-consciousness* :)..would you agree?
@Fariya
Its not the case you can take the example of coca cola classic, the product failed in the market.Orkut is another good examples, to maintain the brand image companies require to maintain their compitative advantage otherwise customer can easily shift to other competitors.
This is all about focus. Loose focus, loose customers, loose your brand.