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Our studies showed that the historical name of the company was an obstacle being too tied to a corporate identity that had to be abandoned. First of all, we revealed the importance of a CRM strategy and the necessity to enhance the brand equity of the company to improve its perception in the market. Thus, we decided to create a new brand, embodied by the corporate name Ghima and by the claim Life to things.
The CRM strategy has fostered the improvement of customer management in all its phases. After a thorough analysis of the company and of its peculiarities, we have identified two elements to be targeted. Re-branding was crucial to convey a new corporate image, influencing the perceived value.
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