Multiply your business value through brand & AI /by Rajan Narayan.
Multiply your business value through brand and AI Multiply your business value through brand & artificial intelligence Multiply your business value through brand and artificial intelligence
- First edition.
- 1 online resource (183 pages)
- Marketing collection, .
Chapter 1. Current situation -- Chapter 2. Brand, a guarantee of value -- Chapter 3. An introduction to AI -- Chapter 4. The caveats of using AI -- Chapter 5. Using AI to identify and get insights about customers -- Chapter 6. AI and brand development -- Chapter 7. AI and creativity -- Chapter 8. AI in customer engagement -- Chapter 9. Improving the customer's brand experience using AI -- Chapter 10. The balance sheet -- Chapter 11. The future landscape -- Chapter 12. Starting the process.
Building brands and creating brand value is believed to be long term, esoteric, hard to put a value to and mostly, driven by creativity. The field has lost ground in this current age of venture capital valuations, where customer acquisition and gross value added (GVA) have been given priority by valuators. Unfortunately, this is detrimental to an organization, as brand building can multiply the valuation of an enterprise. Artificial intelligence (AI), on the other hand, is a replacement for doing mundane repetitive tasks in organizations. AI and machine learning help organizations reduce errors, build efficiencies and increase profitability, thereby freeing the human capital to perform more intellectual tasks. This book presents the case for using AI to help organizations build brands effectively and optimally, thereby enhancing the overall value of the organization. This book is ideal for entrepreneurs, investors, CEOs, brand and marketing heads of organizations, as it will provide them pathways and routes of using AI to build strong customer relationships, thus creating immense brand value. It could also be used as a textbook in courses on Brand Management and as a supplemental text in Marketing Management courses. It is especially relevant in the current environment where many enterprises are being created and funded by professionals who lack a marketing background. On the other hand, marketing, communication and advertising professionals are circumspect of technology and often see it as a "back-office" operation. People often tend to club technology and brand in different buckets and cannot see the correlation between the two. This book breaks such misconceptions and offers a practical approach to brand building using AI that anyone can understand and implement.
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