Determining why customers should choose one product over others is the foundation of a successful marketing strategy. Regardless of what category under which the product falls, it is important to establish a connection with targeted customers by speaking to their needs and wants, a practice that creates a culture of brand love. In an effort to achieve this culture, brands must foster customer satisfaction, customer value and relationship marketing.

Sharon Ng, Professor of Marketing and Head of the Marketing Division, Nanyang Business School, NTU shares more.