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Customer views and other markets which are a target are relevant to the customers Kotler (2006).In every organisation, theirs need for marketing and corporate communication which helps an organisation to interact with appropriate markets with an aim of communicating ideas and knowing various perceptions of brands, services and products.Values created by consumers can pay high prices for products based on social issues.
Consumers may buy a brand from a firm due to additional value on utility which is established by a brand equity strategy Chitty (2012).
Due to globalization customers are demanding and willing to pay higher prices for brands which are of quality Caywood (2012).
There are models outlined which help increase customer value based on customer, cost, convenience and communication.