Brand Competitiveness and Customer Communications Management Strategies: A Conceptual Diagnosis and Prescriptions or the Work Organizations

This study examined the relationship between customer communications management strategies and brand competitiveness in the context of workplace organizations. The study employed qualitative content analysis with in-depth literature review as the study's method of investigation. Conceptually, customer communications management strategies is the exchange of customers' driven and value adding interactions between the organization and the market in order to enhance the relationships value as well as managing customers' experiences of the firm's brands, goods and services. Brand competitiveness is the ability of the work organization to provide brands with superior economic value for the market relative to competing brands in the industry.

Various empirical literature were reviewed on the nexus of this discourse in relative industries – sectors and superior evidences are abound that, customer communications management strategies positively and significantly improves both firm's competitiveness and their performance. We therefore conclude that, customer communications management strategies improves brand competitiveness of work organizations. The study recommends that, management of organizations should make significant investments in customer communications management in a more interactive, personalized, consistent and just-in-time fashion. This will significantly improve brand competitiveness of work organizations in the marketplace.