• Sandeep Sawant

Market competition is no longer limited to provide functional attributes of the product itself but has been associated with a brand that can create a special image for its users .“People get awareness through media about the brands and they have become brand oriented. The buying process is a combination of mental and physical activities that ends with an actual purchase almost daily. The connection within “what we buy” and “why we buy it” plays a leading role in customer decision making. Nowadays consumers are so genuinely connected to brands that when they purchase any product (or utilize any service), brands so often influence their final choice. Customer engagement, in recent years, has received substantial attention by marketing practitioners and scholars in accordance with the rise in awareness that customers are the value co-creators rather than value recipients. With the recognition that customer experiences add significant value to the firm, companies seek ways to interact with their customers reciprocally so that the value that both the firm and the customer receive can be maximized. The marketing view has shifted from marketing-to to marketing-with approach; therefore, customer engagement has become an essential constituent of a sound marketing strategy. An engaged customer is the most valuable asset of any organization. Engaged customers assure a business of sustained and profitable growth. They are the first who will continue to repurchase thatbrand products, and the most likely to recommend that brand to other people. A Brands goal, therefore, is not just to generate sales, but bring in loyal and engaged customers. So today, leveraging customer contributions is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialize with one another and contribute to product development. This paper examines the concept of brand building, customer engagement, principles and process of customer engagement, how engagement drives business success & recent trends in customer engagement. Through certain corporate examples it is explained that Customer Engagement in India has started to echo the new marketing metrics. Finally it is concluded by the implication of the new marketing practices and its impact on traditional marketing practices in the form of active change in the existing marketing ecosystem.

Brand Image, Customer Engagement, Customer Involvement.

"Consumer Engagement for Brand Building", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1188-1196, June-2019, Available :http://www.jetir.org/papers/JETIR1908D50.pdf

"Consumer Engagement for Brand Building", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1188-1196, June-2019, Available at : http://www.jetir.org/papers/JETIR1908D50.pdf